This marks the brand’s first attempt to co-create designs with consumers in Southeast Asia, giving fans the opportunity to have a say in upcoming product ranges.
Corelle fans along with professional and amateur designers in Singapore, Malaysia, Indonesia, Vietnam and the Philippines are encouraged to submit their ideas under the three competition themes of floral inspirations, illustrative geo and earthy connections.
Dawn Lee, director of marketing at World Kitchen (Asia-Pacific) and head of Asia Design and Innovation Centre, said, “Corelle has its finger on the pulse and has been listening to feedback from generations of loyal fans. What better way to show that we have heard what they have to say than offering them a chance co-create a collection of dinnerware.”
“We truly believe that this collaborative process will not only create designs that will appeal to modern women, but will also forge a deeper bond and emotional engagement between the brand and our consumers,” she added.
The competition runs from 9 April to 20 May. The results will be announced in mid-June after which the winning design from each theme will be turned and sold as a limited edition dinnerware collection in the region.
The winners will also receive Corelle and Corningware products, a trophy plate embellished with their winning design and cash prizes totaling US$18,000.
