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Le Creuset Refreshes Marseille Blue Marketing Strategy

While Le Creuset is known for its color palette, and has traditionally launched a new color at the start of the year in its cast iron and stoneware assortments, the company has taken a look back for design inspiration and formed a new marketing strategy with the relaunch of its Marseille blue for the first half of 2015.

With Marseille, originally introduced as a new color in 2012, Will Copenhaver, director of marketing communications, Le Creuset, explained that the market demand for the blue-hued cookware and kitchenware products seen since the release was the driving force behind the decision to not only bring Marseille back to the forefront of Le Creuset’s offerings, but also develop a more supportive marketing strategy around it.

The ability to use the inspiration behind the product line as a differentiator has also lead Le Creuset to develop a more complete marketing plan around the series. This, Copenhaver said, would allow retailers to showcase brand-aligned displays that convey the story of Marseille to their customers.

One of the highlights of the marketing package Le Creuset has put together is the company’s first-ever “Look Book,” which highlights Marseille, France, and the inspiration behind choosing the color as one of Le Creuset’s own. Le Creuset has also added a variety of different in-store collateral, including bags specifically for Marseille purchases and display literature, to give retailers the ability to make the collection stand out. The company has also developed what Copenhaver called a “compelling package of tools.”

For more on Le Creuset, see the March 16 issue of HomeWorld Business. This issue also features the annual Bridal Report, which examines how housewares vendors are optimizing the bridal registry sales opportunity.



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