Aristocrats’ fine habits revealed in global Wedgwood campaign

GLOBAL – SEPTEMBER 2011: Wedgwood, maker of premium tableware and home accessories, has launched a new campaign this fall celebrating the brand’s heritage. Founded in 1759 by Josiah Wedgwood, the company’s fine wares were heralded for their design and quality and almost immediately found their place at home in the finest homes around the world. Today, Wedgwood continues to produce hand-crafted tableware, ornamental pieces and ts that are sought after worldwide.

“Wedgwood was treasured by aristocracy and stylish consumers on four continents more than two centuries ago, making it one of the first global luxury brands,” said Annick Desmecht, Chief Strategy, Marketing and Design Officer, Wedgwood. “This campaign pays homage to that rich heritage, while demonstrating how discerning people are enhancing their lives and homes with Wedgwood today.”

Two years ago, the company had gone into liquidation and was been acquired by a U.S. private equity company. The task was to relaunch the brand globally and re-establish that premium in new markets such as China and Russia.

The campaign, which consists of print and online advertisements carrying the tagline “At Home in the Finest Homes”, was produced by LONDON Advertising with photography by Rankin and Chris Craymer. The advertisements feature Lord Wedgwood, Lady Tatiana Mountbatten, Lord Somerton, Lady Fuller, The Earl and Countess of Albemarle and Lady Lucy French using Wedgwood products in a series of everyday home settings.

“Rather than putting the products on a pedestal like something found in a museum, we designed the campaign imagery to let the products standout in the environments in which they live and are enjoyed every day,” said Michael Moszynski, Founder and CEO, LONDON Advertising.

The brand ambassadors featured in the imagery will also be creating their own personalized Wedgwood tea blends and appearing at brand events.