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Pyrex & WrightObara: Getting It Right First Time
Partner to Pyrex® since 2015 · UK & Ireland and global marketing teams · Packaging, POS, photography, campaigns, naming and identity
At a glance: Right first time, nine times out of ten · Pyrex reported a sales increase of more than 400% following the Cook & Go launch · Multiple retail pitches supported by WrightObara’s in-store visuals
The starting point
In 2015, Pyrex’s UK & Ireland team brought WrightObara in with a focused brief: find a fresh way to communicate what made Pyrex glass different. Alexandra Blyth, Head of Marketing for UK & Ireland, has been WrightObara’s contact from that first project.
The technical advantage was the ability of Pyrex borosilicate glass to withstand sudden changes in temperature, but that was not a message most shoppers would immediately understand. WrightObara reduced it to something people could grasp at a glance: a split image of a freezer and a hot oven, paired with the line, “There’s glass – and there’s Pyrex.”
The idea turned a technical product property into a clear, relevant benefit. It also established a creative approach that would inform a much larger piece of work for the global Pyrex team.
From a UK campaign to a global launch
When Pyrex’s global marketing team in Paris later asked WrightObara to develop the campaign for Cook & Go, the range had a compelling product story. However, the existing communication tried to explain every stage at once, taking shoppers from freezer to oven, table and fridge through a diagram that had become difficult to follow.
Drawing on the thinking behind the original UK campaign, WrightObara focused the story around the most distinctive proof point: Pyrex borosilicate glass could move directly from the freezer into a hot oven. Using one clear message and a strong visual idea, the team created the Cook & Go campaign and a sell-in film that made the product advantage easier for buyers and shoppers to understand.
During a later presentation at Pyrex’s head office, the marketing team reported that Cook & Go sales had increased by more than 400% within the first year of the campaign going live. The campaign was part of a wider product launch, but it was a striking result for a range presented through a much simpler and more compelling story.
“Working with WO is working with a great team, who understands quickly our needs and the way we work, very creative, present when we have crazy deadline, advising when we don’t know … In a word: a real partner.”
Déborah ZenouSenior Product Manager, International Cookware
An ongoing partner, not just a project
Alongside campaign work, WrightObara has become a regular part of how Pyrex’s UK team takes new ranges to market with ongoing creative support. The relationship now covers packaging design and artwork, in-store mock-ups, press advertising, photography shoots, digital banners and display-unit visuals.
Right first time, nine times out of ten.
In Pyrex’s own account, WrightObara understands the brief well enough that the first creative response is usually the one that gets used, without lengthy rounds of reworking.
A sales tool, not just an asset.
In-store mock-up visuals allow Pyrex to show retail buyers exactly how a new product will look on shelf before it has been ranged. They have helped support multiple successful retail pitches and are now a standard part of the sell-in process.
Solving the problem, not just the brief.
When Pyrex needed a name for a new product range, a WrightObara naming session produced several options, each supported by its own logo treatment. One became the final name and remains in use today.
An extension of the team
The only drawback, Alexandra jokes, is geography: WrightObara is not close enough for her to pop in for face-to-face briefings. More importantly, the relationship gives Pyrex a responsive creative team that already understands the brand, its products and the retail context. That reduces the time spent briefing, explaining and reworking, while giving the internal marketing team access to a broader range of creative expertise when it is needed.
"I consider Jan and his team to be an extension of our marketing team. They consistently provide excellent service, with great attention to detail, and can be relied upon for a timely response, all at a good price."
Alexandra BlythHead of Marketing, UK & Ireland, Pyrex
Why it matters
Pyrex brings deep product knowledge. WrightObara helps turn that knowledge into a story buyers and shoppers can understand quickly, then carries it consistently from sell-in materials to packaging and shelf. That combination of strategic understanding, creative thinking and dependable execution is why the relationship has lasted since 2015.