Tradition and innovation don’t always play nicely together, especially in the quilting world where “that’s how mom did it” reigns supreme. When OESD was preparing to launch their Perfect Quilting Thread – a cotton-wrapped polyester thread that breaks all the rules – they needed a strategy that wouldn’t alienate their tradition-minded audience.

Through strategic research and insight development, I uncovered the perfect tension: the quilters who seem most resistant to change are actually part of a long line of resourceful women who embraced innovations throughout history. This insight became the foundation for a launch strategy that positioned Perfect Quilting Thread not as a break from tradition, but as part of the time-honored tradition of innovation itself.

The resulting campaign concepts celebrated both the practical durability of the product and the quiet rebellion of trying something new, equipping OESD to introduce their game-changing thread to a community where cotton has been king for generations.