We applied our intimate understanding of Vitamix® customers to the launch of their newest premium blending machine. Instead of talking about the new features and benefits, we appealed to their love of creativity, discovery and freedom, and showcased what the Ascent X would enable them to do. An immersive media launch event brought coverage from high-profile publications, which was supplemented by a strategic media partnership with a digital community of passionate home chefs and culinary influencers.