Loved for Lifetimes

Jack’s 2008 Vitamix handed down in 2019 opens the new :30-second spot that touts the blender’s craftsmanship, quality, and user creativity in a new campaign breaking nationally today. The effort, created by independent creative agency Marcus Thomas, features Sydney’s retro 1958 Vitamix handed down in 1989 and again in 2015 being put to good use making citrus-based libations at a party.

“We have research that shows that the longevity of Vitamix machines and their up-to-10 year, full coverage warranty are some of the most motivating benefits to consumers.,” said Marcus Thomas Chief Creative Officer Jamie Venorsky. “But there’s a deeper, emotional value to the long life of a Vitamix. Because they are built to last, Vitamix machines are often handed down, not thrown away. So rather than showing sparkling, brand-new machines, we chose to feature real, well-loved Vitamix blenders that have served generations of family. It’s a heartfelt product demonstration that competitors simply can’t match.”

To drive top-line sales and market-share growth, Vitamix needed a bold rearticulation of its superior value to drive consumers to purchase. Especially as competition is ever present, at all different price points, in the cluttered blending category.

“Consumers today are taking a hard look at their spending, so it’s important that we make them feel smart – and not at all conflicted – about investing in a Vitamix, as we know the consumer has a choice of various price points in the category and Vitamix is the top of the line” said Laura Ostenkamp, VP of Marketing & Product at Vitamix. “What better way to demonstrate the longevity of Vitamix and reinforce its value than to remind people the Vitamix machine they buy today could be handed down to their children or even their grandchildren.”

The fully integrated campaign that captures moments also capitalizes on Vitamix’s best-in-class product warranty. Whether appealing to foodies or fitness fanatics, the campaign running nationally with connected TV, online video, social media and digital display is sure to garner the attention of new audiences and in-market shoppers.