Vitamix

Once a niche appliance, now a coveted lifestyle brand

People using Vitamix

Situation

Those who have used a Vitamix blender will be the first to tell you about its ability to produce superior blends. But until about 15 years ago, most people had never heard of Vitamix – or understood this small appliance’s true value.

Insight

Appliance purchases are often made from necessity – buying one typically doesn’t spark joy. And even if a small appliance works well, you are not likely to shout it from the rooftops. But you are likely to spread the word about a product that’s helping you become your best self.

Strategy

We elevated Vitamix from useful appliance to sought-after lifestyle brand. Poignant messaging helped consumers see how a Vitamix supports culinary and health and wellness aspirations. An intentionally curated network of high-profile Vitamix fans – celebrities, chefs, media and influencers – drove home the idea of the Vitamix lifestyle, making Vitamix the most coveted blender on the market.

Impact

  • The company saw rapid year-over-year growth for more than a decade
  • Media coverage was unparalleled:
  • Consistent No. 1 competitive share of voice rankings
  • 20 billion in annual media impressions

Services

  • Brand and message positioning.
  • Media Relations.
  • Thought Leadership.
  • Crisis & Reputation Management.

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