Lifetime Brands Adding QR Codes to Product Line – TLP Integrating Lifetime Brands into Two TransMedia Projects

Posted on May 27, 2011

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Farberware®, KitchenAid®, Pfaltzgraff®, Mikasa®, Cuisinart®, Calvin Klein®, CasaModa®, Gorham®, International® Silver, Kirk Stieff®, Nautica®, Pedrini®, Sabatier®, TowleTM Silversmiths, Tuttle®, Wallace® and Vasconia®

Lifetime Brands Strengthens Social Media Capabilities with QR Initiative

Lifetime is launching a series of videos linked to Quick Response codes on product packaging.

Lifetime Brands Achieves $50,000 Lift in Weekly Revenue

Lifetime Brands, Inc. (NASDAQ: LCUT), North America’s leading resource for nationally branded kitchenware, tabletop and home décor products, has strengthened its social media and video production capabilities, adding a social media specialist and videographer to its marketing communications team. As part of this commitment, Lifetime is launching a series of videos linked to Quick Response (QR) codes on product packaging. These small square bar codes provide additional product information when scanned by smartphones.

According to Dan Siegel, Executive Vice President, Lifetime Brands, Inc., “Part of our strategy for success is to anticipate where the consumer will be, rather than to look at where she has been. This includes relating to consumers through such avenues as social media, video and QR codes. Social networks have created a more informed consumer, and we embrace interacting with and educating consumers through these platforms. Adding QR codes to our packaging is an evolutionary step that allows us to add rich video content about our products at the point of sale.”

TLP UPDATE:  TLP has two cooking tv series which are in the latter stages of TransMedia development.  Lifetime’s announcement about using QR Codes  fits perfectly with the TransMedia strategies being developed for both cooking shows as broadcast episodes, webisodes, cooking tutorials, eBook cook book and celebrity chef interviews.  QR Codes provide highly interactive capabilities between the cooking shows, the viewers, Lifetime brands, the food products and the drink  menu utilized in both series.  As an example, TLP is also in discussion with wine social media sites such as http://www.adegga.com. 

In the case of these Portuguese wineries they are directing wine consumers to Adegga, an online community of wine lovers that dubs itself as a “social wine discovery” service.  This is how it works.  You scan the QR Code on the wine label and you will be taken to a special page on adegga.com dedicated to that particular wine. You will be able to read other people’s comments about it, check wine prices, read comments from the winemaker and much more. Adegga is undertaking a very ambitious project attempting to catalog all the wine of the world with something called an AVIN, which will be a unique wine identifier (similar to ISBN numbers for books).

Heather Schall, Senior Vice President Marketing Communications, Lifetime Brands, Inc., added “Lifetime Brands has a strong roster of highly recognized brands and innovative products that many consumers across America use daily for food preparation, dining and entertaining. Our new videos will better educate consumers about our brands and demonstrate the key features and benefits that make our products unique.”

Lifetime Brands is releasing videos in the coming weeks for Mikasa®, Design for Living Stackable Water Bottles and Misto®, The Gourmet Olive Oil Sprayer, with more videos to be released this summer on http://www.lifetimebrands.com, YouTube, Facebook and Twitter.

About Lifetime Brands, Inc.
Lifetime Brands is North America’s leading resource for nationally branded kitchenware, tabletop and home décor products. The Company markets its products under many of the industry’s best known brands, including Farberware®, KitchenAid®, Pfaltzgraff®, Mikasa®, Cuisinart®, Calvin Klein®, CasaModa®, Gorham®, International® Silver, Kirk Stieff®, Nautica®, Pedrini®, Sabatier®, TowleTM Silversmiths, Tuttle®, Wallace® and Vasconia®. Lifetime’s products are distributed through most major retailers in North America.

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