Bormioli Rocco has a new New York-based North American sales and marketing team. The company’s first team of its kind based in the U.S. is focusing on reemphasizing the brand to be a “one stop resource” for glass for retailers, whether it’s stemware, glasses, carafes and pitchers, preserving jars, food storage, serveware or dinnerware, said Patrick Accorsi, vp/sales and marketing, North America.
The company’s booth at the International Home + Housewares Show in Chicago will also have a “refreshed, cleaner merchandising style” to emphasize these different segments.
In addition to Accorsi, Mike Donovan has been brought on as national sales manager, key accounts/national accounts; Kate Rotunno, national sales manager, gourmet/independent/field sales; and Pierfrancesca Sanna, marketing manager, North America. The company has also hired a national sales manager that oversees the brand’s food service and business to business in North America.
“We have exciting, high quality product that is made in Italy,” Accorsi said. “We feel that there should and needs to be an ‘everyday special’ category. It’s great quality, great value. If you have a special event at your house, you don’t want something that looks like everything else. You want something that has a great personality and great design to it,” he said.
Bormioli Rocco is launching an ad campaign in time for the Housewares Show, as well as a complete social media campaign, and it is also emphasizing the brand through new partnerships. For example, said Accorsi, Bormioli Rocco has been partners with the Italian Sommelier Association, and the North American team is looking into similar partnerships to develop stemware programs in the U.S. Bormioli Rocco also aims to sponsor food and wine events across the country.
The brand’s packaging will also be revamped in 2013, said Accorsi. The packaging is not “overly-lifestyled,” instead it features a simple picture of the product. The packaging also features color stripes said to draw attention to the eye. Integral to the packaging design, each panel will highlight the modern, Italian quality of the glass.
At the Housewares Show, Bormioli Rocco will debut its Giove line, available in double old fashioneds and coolers, in which the glass is clear but color is sprayed onto the glass at a circle indentation designed so that it can rest comfortably in the hand.
The brand will also feature stemware utilizing its lead free, ultra-clear Star Glass formulation, such as its Tre Sensi multi-purpose wine tasting glass.
Also debuting at the Housewares Show will be the company’s new Ypsilon Latte mug, made of tempered glass. Also at the show, its new Hot and Cold Ypsilon Brio mugs are made of tempered glass that feature a colored non-slip silicone sleeve.