Crock-Pot, the famous kitchen brand whose name has become cultural shorthand for the slow cooker, will drop its hyphen and revamp its packaging next month, anchoring a total brand refresh ahead of the product’s 50th anniversary in 2021.
Hence stylized as Crockpot, the brand’s new look is set to be fully implemented by October when the Newell Brands-owned appliance line launches its annual “Crocktober” campaign, a month-long awareness bid usually marked by product giveaways and recipe sharing.
“We don’t want to be nostalgic; we want to be as relevant as ever for the next 50 years,” says Tim Anderson, the director of marketing at Newell Brands, which also has Rubbermaid, Sharpie and Elmer’s glue in its portfolio.
“Relying on the past is really limiting to our future,” he says, adding that Crockpot is sometimes thought of as an old-school brand; something a consumer’s mother or grandmother might have used in their kitchen back in the day. Now, it will take a more focused aim at younger demographics.