JOHN MACALUSO
Narrative Writer
Creative Strategist
Bestest Friend
CHROMATIC
SELF-EXPRESSION
THE PROBLEM:
Le Creuset was launching a new color that, to the untrained eye, had similarities to past color reveals.
THE INSIGHT:
Le Creuset dominates their category because they speak to collectors who want to express themselves, wholly and authentically. Does the world need another shade of blue? Not really... But someone out there wants it. And that's what matters.
THE APPROACH:
When Le Creuset launches a new color, they don't describe what it looks like, they lean into what it feels like — aiming to speak to the exact type of cooking enthusiast who will see it as an opportunity to express themselves. This, for writers, creates a fun poetic challenge.
For the launch of Nuit, Le Creuset had the fun added obstacle of already having cookware available in various shades and tints of blue. So, our first challenge was finding separation from the other colorways.
We found separation in the idea of moonlit ocean melding with inky black night skies. Moody and full of deep, sultry, vibes. A call that cooking enthusiasts cannot help but hear.
