Gaia Group USA was a new dinnerware company with a very small team, launching in 2015 and competing against long-established brands such as Gibson and Pfaltzgraff. Gaia was debuting their first collection of several hundred products at the International Home and Housewares show and were without a marketing lead.
Spiralgroup president Stuart McFaul joined Gaia as marketing VP, leading his team on launch events and subsequent marketing campaigns, including PR, social media, communications, and advertising. Inspired by the company’s name Gaia and the symbolic Earth Goddess, Spiralgroup concentrated the brand identity on women working together to create a better world. Messaging highlighted Gaia’s “women-owned, women-led” team, women better feeding their families, environmentally-safe practices and a commitment to performing social good. Over the next two years, the Spiralgroup team further enhanced the brand definition by focusing on women as the innovation leaders in the housewares industry, launching the industry’s first-ever innovation lab: Gaia Innovation and Research Lab (GIRL), which researches and develops groundbreaking solutions for every aspect of the dinnerware industry, from product design, development, and manufacturing to distribution and marketing. From partnerships with 3D printers and augmented reality companies to Dinnovation, Gaia’s student design competition, Gaia’s innovation strategy seeks to revolutionize the housewares industry.
Gaia Group’s launch at the Housewares Show was so successful the company received RFPs from every major retailer, an exceptional feat within the housewares industry. Gaia’s industry-leading design strategies have made it the most highly represented company in the industry in the Pantone Colorwatch Competition, a prestigious event that highlights trending colors for the coming year.
Within their first year, Gaia partnered with Walmart to become a supplier; the resulting branding strategy was so successful that Walmart tried to buy the Gaia Group brand. Spiralgroup’s digital marketing campaigns also increased online sales by 2230% year over year. Gaia Group media coverage has reached over 228M impressions with features in all major tableware industry publications, along with leading consumer publications such as Better Homes and Gardens and HGTV, generating an impressive $1.3M ROI.
In 2018, Spiralgroup’s efforts resulted in GIRL being recognized by the International Housewares Association as one of the industry’s most innovative efforts, leading Homeworld Business, the industry’s top business publication, to make Gaia the cover story in their annual Nouveau issue.