Meyer Corporation U.S. today premieres a new national television campaign in support of its Circulon SteelShield Technology Cookware.
The 30-second television ad spotlights the collection’s durable hybrid non-stick and stainless steel cooking. Instead of taking the traditional approach of featuring the cookware in a home kitchen setting, the “Drummer” ad playfully conveys the Circulon SteelShield cookware’s durability by showcasing a professional drum set made entirely from SteelShield pans, according to Meyer. The ad begins with Bay Area, California drummer Jae Stix – who learned how to play drums with pots and pans when she was a child – taking her seat and beginning to strike the cookware using the stainless steel kitchen tools (cooking spoon and slotted spatula) that come with Circulon SteelShield cookware sets. The ad concludes with the tagline “Circulon is built to perform. For life.”
Meyer reported Circulon’s fall campaign will appear on more than 30 high-profile television and digital media outlets, such as including CNN, Food Network, Cooking Channel, FX, HGTV, TLC, Discovery Channel, and TNT, with an estimated reach of 84 million impressions.