Changing perceptions, creating a new brand reality

A major tableware brand with a strong presence in casual china, Mikasa sought to reposition itself as a premium tableware resource with an eye on the bridal market. The challenge: counter the stereotype of inferior quality associated with its Japanese name. The solution: a high-impact, premium-quality brochure and a special advertising section that was so successful, it ran in Bride’s Magazine for four consecutive years.

Special Advertising Section (sample pages)