There was a time when fine dinnerware was a staple of all bridal registries. But between 2001 and 2005, the fine dinnerware category experienced a significant sales decline of more than sixty percent. Fine china, it seemed, no longer fit the lifestyle of many brides. While Lenox was still the dominant player in the industry, the company needed a way to overcome this trend toward more casual dining. To reconnect with the target audience, Siquis developed a strategy that repositioned Lenox to capitalize on this latest lifestyle trend. By showcasing Lenox products in more typical, everyday situations, the campaign reinforced the concept that Lenox isn't just for special occasions; it's for making any occasion special.
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