Project Description


Pfaltzgraff is America’s potter. They are best known for their popular line of stoneware that is prized for its strength, durability, and early American style.

For a dramatic change of pace, Pfaltzgraff decided to begin manufacturing America’s only “true” bone china.

The marketing strategy was to position the Pfaltzgraff bone china as “Don’t be afraid to use it every day… make every day special.” The communications objectives included targeting successful, young, married couples who viewed their grandmother’s china as old fashioned, and too fragile to use every day.