Benjamin Li
Oct 12, 2011

Wedgwood secures British aristocrats in new campaign to restore premium brand status

GLOBAL - Having been bankrupt just two years ago, British premium tableware and home accessories brand Wedgwood is back, and has launched a new global ad campaign, entitled ‘At home in the finest homes’.

wide player in 16:9 format. Used on article page for Campaign.

The campaign aims to celebrate the brand’s long heritage and highlight its relevance to today’s consumers, the brand said.

Wedgwood was bankrupt just a few years ago, but the company and brand has been brought back to life by US private equity provider KPS Capital.

The new campaign, which hopes to restore its premium brand image, consists of print and online advertisements. It was produced by UK-based agency London Advertising with photography by Rankin and Chris Craymer.

The agency cited that the uniqueness of this advertisement was that they have secured a number of British aristocrats, including Lord Wedgwood, Lady Tatiana Mountbatten, Lord Somerton, Lady Fuller, The Earl and Countess of Albemarle and Lady Lucy French, using Wedgwood products in a series of everyday home settings.

In Asia-Pacific, this campaign is rolling out this month in magazines in key markets like Japan, China, Taiwan, Korea.

Michael Moszynski, founder and CEO, London Advertising, said Japan was the most established market for Wedgwood as a gift brand, but China was also becoming increasingly important.  "With the growing disposable income in Greater China, and the importance of gifts, people want to create their dynasty."

Founded in 1759 by Josiah Wedgwood, “Wedgwood is widely considered to be the quintessential reference in English elegance,” said Moszynski. "Rather than putting the products on a pedestal like something found in a museum, we designed the campaign imagery to let the products standout in the environments in which they live and are enjoyed every day.”

The vignettes depicted in the advertising range from dinner parties to afternoon tea to breakfast in bed, bringing to life the contemporary Wedgwood experience and demonstrating the brand’s appeal.

“Wedgwood was treasured by aristocracy and stylish consumers on four continents more than two centuries ago, making it one of the first global luxury brands,” said Annick Desmecht, chief strategy, marketing and design officer, Wedgwood. "This campaign pays homage to that rich heritage, while demonstrating how discerning people are enhancing their lives and homes with Wedgwood today.”



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