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Product Marketing Campaign
Cinder Grill
Consumer Goods
Product marketing campaign for consumer cookware company Desora and the Cinder Grill launch — creative campaign strategy and promotional collateral.
New
Product Category Created
The Challenge
After acquiring the assets of a well-publicized precision countertop grill that launched on IndieGoGo, Desora sought to re-establish the battered Cinder brand which itself carried some baggage from prior operational difficulties.
The Approach
We developed the Baggage campaign to thread the needle — differentiating Cinder from Sous Vide downsides while anchoring the product tangibly in consumers' minds through measured comparison.
“Offering a completely effortless cooking process that eliminated the oil spatter mess of grills and the baggage carried by Sous Vide, Cinder managed to provide the perfect recipe for a product that was truly in a class of its own.”
The Product
Grill vs. Grill — precision without the mess
The Cinder Grill uses finely controlled tubular coils achieving 1-degree precision across the entire surface — unlike ordinary countertop grills with wildly irregular heat dispersion.
Compared to Sous Vide appliances, Cinder could cook, reheat, and sear with the same consistency and none of the extensive prep, technical knowledge, and cleanup.
The Approach
Marketing a new product category
Cinder was not only a fundamentally new category in cookware products — it was an entirely new method of cooking. Without leaning on competitors, explaining Cinder would appear complicated or unworthy of early adoption.
We explored ways to anchor the product in the mind of its audience through comparative methods while differentiating from the downsides of either grilling or Sous Vide.
Campaign Creative
Baggage Campaign Creative
Smoke-free indoor grill campaign creative across digital and print formats.
Results
Brand interaction growth across social channels
After launch, brand interaction across all social channels increased significantly.
The brand went from hundreds of thousands of followers to over a million in just a few months.
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