The campaign was rooted in the insight that our minds naturally wander in the brief downtime between switching the kettle on and making a drink. Ponderosa saw an opportunity to make this pause a purposeful, calming ritual. Furthermore, as the product stemmed from AI-enhanced design, the campaign also needed to resonate as a tech-forward PR story, while remaining universal enough to flex across international markets. 

While the full campaign results are still being finalised, early performance has been exceptional across key platforms and markets. The “Moment of Me-Time” creative has resonated well with consumers, driving standout engagement, increasing demand, and building positive brand sentiment. The Calm™ Kettle has quickly emerged as a hero product within the Russell Hobbs range, with the campaign already delivering significant commercial and brand impact as the wider launch continues to roll out.