Aprons in Action - Sunbeam's Philanthropic Platform

Consumer packaged goods philanthropy usually looks the same everywhere: a ribbon on the pack, a percentage-of-proceeds line, a press release, a photo op. The internal ask here was different - build something that Sunbeam could genuinely stand behind, that retailers wouldn't dismiss as tokenism, and that fit inside the same production and retail cadence as the rest of the small-appliance portfolio.

1. 01Set the platform positioning with Marketing and Brand - what Aprons in Action stood for, who it was for, and what was intentionally out of scope
2. 02Designed the visible brand system so it read as an extension of Sunbeam rather than a separate identity competing for shelf attention
3. 03Built the packaging, POS and retail-facing assets that let the program live inside the existing planograms at Walmart, Costco, Home Depot and Canadian Tire
4. 04Directed the photography, editorial and campaign creative that communicated what the program was actually doing - specific, tangible, not abstract
5. 05Ran the CPG product-management side alongside creative: SKU integration, retailer alignment, regulatory review, and multi-market rollout scheduling
6. 06Kept the executive-facing materials sharp so leadership could talk about the program with credibility, not just enthusiasm

• A cause-marketing platform Sunbeam could stand behind internally, not just externally
• Retail-ready program assets that lived inside real planograms rather than sitting in a marketing binder
• Cleaner executive-facing narrative for a program that could otherwise have been dismissed as ribbon-on-the-pack philanthropy
• Working proof that a household CPG brand can extend into purpose without diluting the core business