Seven home and houseware campaigns show how kitchen and home brands earn attention: Nespresso's celebrity ambassador since 2006, SodaStream's rejected Super Bowl ads, IKEA's 2014 Bookbook video, Instant Pot's user community, KitchenAid's Color of the Year, Our Place's Always Pan and Traeger's owner community. Each result below names its source and separates what the company reported from what independent outlets confirmed.
Updated October 19, 2026.
Brand
Campaign
Start
Reported result
Nespresso
George Clooney, "What Else?"
2006
CHF 1.16 billion in 2006 sales, up 42%
SodaStream
Rejected Super Bowl ads
2013
More than 4 million views in 48 hours for the 2014 ad
IKEA
The Bookbook video
2014
16 million views and 8% to 13% sales lifts, per the agency
Instant Pot
User community
2010s
1.8 million Facebook group members by 2019
KitchenAid
Color of the Year
2018
An annual launch moment, extended to a range in 2026
Our Place
The Always Pan
2019
Waitlist reported at 30,000 to 60,000
Traeger
Owner community and app
2021 IPO
$424 million raised at $18 a share
How did Nespresso turn George Clooney into a brand asset?
Nespresso made George Clooney the face of its "What Else?" campaign in 2006 and kept him there for two decades. Business Report reported that he had represented the brand outside North America since 2006 and appeared in US ads for the first time in 2015.
An interview published by Markt-Kom quoted Nespresso's chief executive crediting Clooney with about a quarter of the company's growth. The same piece gave 2006 sales of CHF 1.16 billion, up 42%.
Takeaway: a single ambassador held for years became part of the product's identity, and the company could measure the effect.
Why did banned Super Bowl ads help SodaStream?
SodaStream gained coverage because broadcasters rejected its Super Bowl ads for naming Coke and Pepsi. Australian Food News reported that CBS refused the 2013 ad, which showed Coke and Pepsi deliveries bursting apart, and ran a different spot instead.
In 2014, Fox rejected the line "Sorry, Coke and Pepsi" from an ad starring Scarlett Johansson. SodaStream posted the uncensored version online on January 27, 2014, and Israel21c reported more than four million views in the first 48 hours.
PepsiCo agreed to buy SodaStream in 2018 for $3.2 billion, BevNET reported. The sale does not prove the ads caused it, but the rival it had mocked became its owner.
How did IKEA's Bookbook video launch a catalog?
IKEA's Bookbook video launched the 2015 catalog as if it were a tech gadget, timed to the iPhone 6 launch in September 2014. The film was made for IKEA Singapore and Malaysia by BBH Asia Pacific, and the Christian Science Monitor covered it within days.
BBH's Cannes Lions entry reported more than 16 million YouTube views and sales increases of 8% in Singapore and 13% in Malaysia. Those figures come from the agency's own award submission, so treat them as reported rather than audited. EPR's page on home and furniture campaigns in Asia places the campaign alongside three other Asian cases.
Takeaway: the campaign borrowed a format the audience already knew and used it to make a free print catalog feel new.
Corelle Brands announced a merger with Instant Brands in March 2019, and Fortune reported the combined companies were expected to be worth more than $2 billion. That figure describes the merged business, not a sale price for Instant Pot.
The story has a limit. Wikipedia's Instant Pot entry records that parent Instant Brands filed for Chapter 11 in June 2023, so a loyal community did not protect the balance sheet.
Why does KitchenAid announce a Color of the Year?
KitchenAid announces a Color of the Year to create a yearly news moment without changing the product. Whirlpool's release introduced the program with Bird of Paradise as the 2018 color, revealed at the International Home and Housewares Show in Chicago.
The company said its 2024 pick, Blue Salt, was the sixth Color of the Year announcement, and described a research process that began in early 2021, according to its release. In 2026, TechRadar reported that Spearmint became the first Color of the Year extended to a large appliance, a range offered to five sweepstakes winners.
How did the Always Pan build demand before it shipped?
Our Place built demand for the Always Pan with scarcity and a design made to be photographed. The pan launched in 2019 in a range of colors, and Retail Dive reported a waitlist topping 60,000, while Canadian Business described it as reportedly 30,000.
Retail Dive also reported that co-founder Shiza Shahid said the company reached profitability six months after launch. That is a founder's statement, not an audited figure, and the two waitlist numbers show why sourced ranges beat a single claim. EPR's page on cookware creator programs sets Our Place beside HexClad and Smithey.
How did Traeger turn owners into a community?
Traeger built a brand community called the Traegerhood and a connected app, then went public in July 2021. Renaissance Capital reported that the IPO raised $424 million at $18 a share.
The company's prospectus summary said the Traeger app was used on more than 1.6 million mobile devices per month and that a library of about 1,600 recipes supported it, according to Renaissance Capital's profile. Renaissance also reported $668 million in sales for the 12 months ended March 31, 2021.
What do the seven campaigns have in common?
The seven campaigns share one pattern: each tied attention to something the brand could show or count. In EPR's assessment, three habits repeat:
Each campaign ran for years or built on a repeatable format, such as Nespresso's ambassador or KitchenAid's annual color.
Each gave an audience something to share, whether a banned ad, a parody video or a photogenic pan.
Each can be checked against a named source, which is what lets an editor or an AI assistant repeat the claim.
Which home brand used a celebrity for the longest?
Nespresso has used George Clooney in its "What Else?" campaign since 2006, according to Business Report, which makes it one of the longest-running ambassador campaigns in the category.
Did the SodaStream ads cause the PepsiCo deal?
No source links the two directly. PepsiCo agreed to buy SodaStream for $3.2 billion in 2018, years after the rejected ads, and BevNET reported the deal without attributing it to the campaign.
How reliable are the IKEA Bookbook results?
The 16 million views and the 8% and 13% sales increases come from the agency's Cannes Lions entry, so they are agency-reported. The Christian Science Monitor confirmed the video's launch and coverage in September 2014.
What is a Color of the Year campaign?
A Color of the Year campaign launches one new shade of an existing product each year, as KitchenAid has done since 2018, so the brand gets a yearly announcement without a new design.
Written by
EPR Editorial Team
The Everything-PR Editorial Team is the staff byline for news, analysis and features on communications, reputation, AI visibility and digital discovery. Everything-PR has published since 2009. AI tools assist with research and drafting, and every article is reviewed by a human editor before publication. Coverage follows the Editorial Policy, and substantive corrections are noted on the article under the Corrections Policy.
