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Libby Hall Schaller
Writer / Creative Director
Ball canning was a dying brand because their core audience of older female canners was, well, dying off. We not only needed to position canning as cool and relevant, we needed to create a whole new population of female canners.
The solution: position canning as a means of self-expression – an open-ended question only our female target could answer.
And then, provide a resource that would help her learn to can and be with her every step of the way.