SUPERBRANDS 2018 superbrandsindia.com In the time period BC (before Corelle), only two kinds of dinnerware existed, ceramic and plastic. Neither was ideal. While ceramic chipped and cracked easily, plastic, though offering durability, lacked respectability. Enter Corning researchers, who developed a game-changer material called Vitrelle, a remarkable three-layer sandwich of thermally laminated glass that offered the look and feel, coupled with exceptional durability. This breakthrough material eventually emerged as the Corelle brand, the world’s best-selling, stylish dinnerware – approaching four billion pieces made, and counting. Market milestone with the production of its Indian consumers traditionally one billionth unit. Soon after, in used stainless steel dinnerware 1985, the brand reached a and perceived glass as fragile. penetration of 28% in the US Ceramic looked nice but housewares market. chipped and cracked easily. It also rapidly expanded to global Plastic, on the other hand, markets. In 1973, it entered the offered durability but lacked Middle East and in1979, Corelle respectability. Serve guests on a launched in Japan, marking its chipped or plastic dinner plate? debut in Asia. It was promoted as Unthinkable! lightweight, break resistant, Corelle is the perfect microwave-safe and so thin that it dinnerware for all occasions was a space saver when stacked. It with a wide selection of debuted in South Korea in 1988, and attractive non-fade patterns and by 2012 it had became the second- shapes to express personal largest market for Corelle products, style and dining experiences. behind only the US. A survey Since its introduction in1970, showed that 70% of South Korean Corelle has rapidly gained consumers owned Corelle popularity worldwide and is dinnerware, and brand awareness now a leading brand of was an amazing 95%. everyday dinnerware thanks to In 1994, Corning researchers its unique proposition of developed a rotary screen combining beautiful design with unsurpassed durability. larger reorganisation. On 5th February Made from the world’s only triple-compression 2018 the company announced it had VitrelleTM Glass, Corelle is more durable than changed its name to Corelle Brands in ordinary glass and porcelain products and has order to take advantage of one of its excellent heat resistance, allowing it to be used in most recognisable trademarks. microwaves, ovens, and dishwashers as well as in Headquartered in Rosemont, Ill., refrigeration and freezers. Corelle Brands LLC (the US operating subsidiary of Corelle Brands Holdings Achievements Inc.) and its affiliates manufacture and Corelle’s claim to fame is their range of market products worldwide through a dinnerware – functional and versatile, perfect in portfolio of well recognised and handling and storage and with a strong mass respected brands, including under the appeal in design. Pyrex®, Corelle®, Corningware®, Over the years, Corelle products have Corelle Snapware®, Chicago Cutlery®, created a niche in the consumer’s mind and Visions® and Olfa® trademarks. Corelle holds No. 1 position in the US, Canada, Korea, Brands and its Singapore and India. Corelle Brands have affiliates employ decorating process which received awards internationally, ranging from approximately significantly sped up its revolutionary winner for Good Design in five consecutive years, 3,000 people, and Total Area Coverage (TAC) 2012 to 2016; Silver in the Spark Award for have major process to decorate 30 plates per 2012, and Bronze for 2015 and 2016. Besides manufacturing and minute, up from 13. This allowed these, the designs have been declared winners in distribution Corelle dinnerware to remain price the Australian Design Awards – 2013; Green operations in competitive in global markets. Design by Housewares Design Awards North America Consumers in India got their first (Homeworld) – 2013 and Presidents Design and the Asia-Pacific chance to buy Corelle dinnerware Award Singapore – 2013. regions. in 1998 through mom-and-pop In 1970, Corelle stores. After eleven years of History dinnerware debuted at US$19.95 for a set of four availability through distributors and stockists, in The company began as an unincorporated and was an immediate hit, aided by television ads. 2012 Corelle set up its own warehouse facility, consumer products division of Corning, Inc. in Plus, each set included a two year, no-questions- keeping in mind the growing interest and quicker 1915 with the invention of heat-resistant glass asked warranty – a first in dinnerware marketing. service requirements in the Indian market. bakeware sold under the Pyrex brand. It was 1984 saw the pressware plant in New York, 2013 saw the launch of Corelle Snapware, incorporated as the Corning Consumer Products which had been producing Corelle dinnerware Corningware, Visions and Pyrex in India post the Company (CCPC) in the early 1990s as part of a continuously since 1970, reach a historic success of Corelle. 32 corelle.com Corelle Product Promotion trendy Corelle Each piece of Corelle® glass is constructed like a Highlighting the dinnerware with them. sandwich, consisting of two different specialised strength and beauty Unaware the ramp was glass compositions: a core layer in the centre and of Corelle greased, the models glaze on the outside. This proprietary process dinnerware, the slipped dropping Corelle surpasses the normal strength of any single glass company has come plates from their hands composition, resulting in a finished product up with innovative and instilling the brands significantly stronger than the individual campaigns in core – Beauty that isn’t components from which it is made. different parts of the fragile. In this process Designed for easy handling and storage, Corelle world. In a popular none of the models and is wafer thin and easy to store. It is also the and humorous plates were hurt perfect companion in every modern kitchen. 30-second television prompting the tagline Given its excellent heat resistance, it can be used commercial – The – Relax, its Corelle. A in the microwave and is dishwasher safe. Available Cat aired in South similar set up was in a wide array of shapes and patterns, Corelle Korea, a curious cat executed at a mall in dinnerware can be purchased in sets or as eyeing a fish bowl Mumbai and was a grand individual accent pieces. jumps over a cabinet success. The campaign Many of Corelle’s designs are developed holding Corelle was featured across specially for the Asian market. While the base dishware; the plates multiple channels, retail material is manufactured in the US, the Asian fall and one hits the counters and radio. patterns are applied at the decorating plant in floor – unbroken! Another promotional Malaysia using a special method that fuses the China promoted activity in India design in between the layers. This ensures that Corelle dinnerware #CorelleLoveLetter, saw the patterns are long-lasting and do not fade, as chip resistant by Valentine’s Day even after many years of use, passing the US placing the product in vending machines combining with Corelle to identify and create FDA’s most stringent standards for non-toxic from which it dropped and was delivered brand advocates and supporters. It invited fans to release on decorations. without cracks or chips. write love letters professing their love for the The production process is The Tipsy Hostess online brand. Thousands of letters were received on environment-friendly using only films in Australia, colourfully Facebook, Twitter and Instagram in just four days, heat and pressure with no demonstrated that the showing 50% organic fan growth. harmful chemical processing. break-resistant Corelle Only safe glass materials that dinnerware, long known Brand Values comply with the California for surviving physical Corelle lives by its brand promise – Fashion that is Law 65 standard are used. torture tests, can not fragile. It is translated in stylish dinnerware Corelle edges are actually come in handy with a proven track record of durability. It is break specially processed to when it comes to and chip resistant while being sustainable and make them stronger and surviving perilous social eco-friendly. It is versatile as it is available in a more resistant to impact. situations as well. variety of shapes and sizes with patterns that Compact designs that are Corelle’s attempts to complement the consumer’s taste and décor. It is thinner than comparable co-create designs with functional, lightweight, thin, space saving, stain products of the same size, allow consumers giving them an resistant, oven, microwave, dishwasher safe and efficient storage in small spaces. opportunity to have a say in ideal for re-heating, serving and storing food. Corelle is easy to clean, long-lasting without upcoming product ranges and forge a food odours being carried over from previous deeper bond and emotional engagement meals. Corelle is two-thirds the weight of general between the brand and its consumers. In a Things you didn’t know about ceramics making it easy to use every day without contest, Corelle fans along with professional and Corelle a burden on wrists. amateur designers in Singapore, Malaysia, Indonesia, Vietnam and the Philippines were asked Recent Developments to submit their ideas u Corelle is the only glass dinnerware By 2010 Corelle under the three brand to offer a one year warranty to dinnerware business had competition themes of customers grown more than 30% in floral inspirations, China, India and South illustrative geo and earthy ® TM Korea and expanded its connections. u Corelle Livingware initially came in worldwide footprint, going For the Indian audience one colour called Winter Frost White. live with corelle.com and where durability is of More than 40 million pieces sold within corelle.co.in for India. The prime concern, a TVC eighteen months of its market debut move offered the full line illustrated its legendary of Corelle patterns to strength. Corelle plates u Corelle is estimated to be in a third of consumers around the were used as invitations world.