The West Bend Company Focuses On Hispanic American Market.

Having completed extensive national research, The West Bend Company intend to ensure that the benefits of the West Bend Company’s Lifetime Professional Cookware products resonate nationally with both Hispanic and Anglo consumers.

The West Bend Company a cross-cultural branding campaign for The West Bend Company’s premium cookware line.

“The goal is to develop Lifetime Professional Cookware as a vibrant, multicultural, long-lasting brand,” said Ken Hanson, HD+S Partner and Executive Creative Director. “The Hispanic market is the fastest growing consumer segment in the U.S. Our research clearly shows that the benefits of this product line sync up well with Hispanic American culture and values. So, communicating the messages and benefits clearly to this growing audience – that’s an exciting challenge.”

Fred Reckner, Executive Vice President of West Bend, the Cookware Company, said, “We chose Hanson, Dodge + Sutter because of their extensive experience in developing top name brands. They have an effective and efficient branding program that we know will help us grow our business.”

“West Bend is at a crossroads in its history and needs a strong brand identity for its Lifetime Professional Cookware,” said Tim Dodge, HD+S President. “This project offers an excellent opportunity for our firm to do what we do best – develop a holistic program that approaches branding from all perspectives: marketing strategy, technology and communications.”

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