Once a niche appliance, now a coveted lifestyle brand
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.
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.
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.