CPG Food + Beverage

What do you do when 98% of Americans already own your product?

Inspiring the next generation of home entertainers with engaging social content

Photograph of a Pyrex Deep dish.

Challenge

A product too good to upgrade.

Literally everyone owns Pyrex cookware — even if you don’t remember buying it. It’s well made and lasts forever. Now, the company has introduced their first big product innovation in years — a new line that’s 50% deeper. So how do we get already satisfied folks to upgrade?

Photograph of a roast turkey and vegetables in a Pyrex Deep dish.

Approach

Inspire people to want more.

We targeted modern hosts and entertainers, who spend a lot of time searching for new ideas and sharing amazing dishes. We focused on getting their attention on social with inspirational content, collapsing the path to purchase and making it really easy to buy it now.

Instagram post: "50% deeper to fit your multiplying guest list."
Instagram post: "The deeper the dish, the greater the excuse to keep grilling."
Instagram post: "Freedom is a beautiful thing. Pass it on."
Instagram post: "Stretch National Lasagna Day into a whole week."

On April Fool’s Day, we pranked Pyrex followers with a spoof on another new product innovation — Pyrex Petite.

An extra helping of happiness.

We presented a wide range of unique meals that showed the advantages of a deeper dish. Shoppable ads were deployed around holidays like Mother’s Day and Thanksgiving, major cultural moments for gift giving and entertaining.

Click to view the highlight reel.
Facebook ad showing a turkey in a Pyrex dish: "Best served with a side of stretchy pants."
Advertisement in the New York Times: "Pyrex Deep. 50% Deeper."
Instagram Poll: "Which holiday vice describes you best? Meatie or Sweetie?"
Advertisement on Pinterest: "Be ready for the holidays. Shop Pyrex Deep."

Results

Deeply satisfying results.

The campaign contributed to an 11.6% brand lift, and video engagement on Facebook reached 13%. Pyrex has seen a sharp increase in sales, with over 40% lift across key retailers.

+11.6%
Brand Lift
+13%
Facebook Video Engagement
+40%
Lift Across Key Retailers
Photograph of two people dipping nachos in a Pyrex container of dip.