Project
PAM Cooking Spray
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ConArga had a vision to modernize PAM cooking spray for a new generation of food makers. PAM has a storied history as the first non-stick cooking spray, and while revolutionary in 1961, it no longer resonates. Anchored in the brand color red (the color of correction and stop signs) with messages focusing on ‘no residue’, ‘non-stick’, and ‘no mess’, the brand seemed to be unintentionally saying “no” when the product actually helps to instill confidence in the kitchen.
The overhaul of brand required reconsidering and redesigning elements including: logo and brand design, print, tv, digital, social, and simultaneously creating an approachable and lighthearted, yet empowering brand voice.
After careful consideration, the ‘You PAM Do It’ brand relaunch unfolded aiming to empower folks to be fearlessness in the kitchen. We updated the copy tone and focused on a wider breadth of brand colors. Along with the branding work, we hired a celebrity chef to spread the word. But we couldn’t choose just any old celebrity chef, which is why we specifically chose Swedish Chef. If a blind, incomprehensible muppet who follows no rules can conquer the kitchen, anyone can.
