For years, cooks had to sacrifice the performance of traditional cookware surfaces such as stainless steel, aluminum and hard anodized aluminum, for the convenient release of nonstick cookware. And while nonstick surfaces release foods easily, they are not known for their ability to sear foods, creating the flavorful caramelization that real cooks crave — until now.

Calphalon created Calphalon Unison Nonstick — nonstick cookware that lets anyone cook like a professional. Two nonstick surfaces: Slide Nonstick and Sear Nonstick offer the best of both worlds — the superior heat conduction of hard anodized aluminum with the convenience of a nonstick surface. Sear Nonstick offers the traditional searing capabilities of traditional cookware and Slide Nonstick offers revolutionary release. Carmichael Lynch Spong was tasked with developing the product launch to sear the benefits of Calphalon Unison Nonstick cookware in the hearts of America’s cooking aficionados.

Celebrity chef Michael Symon was enlisted to create a proprietary recipe and to demonstrate it on the new cookware at an exclusive media event. Top editors from Real Simple, Saveur and Bon Appétit were invited to experience the product by “putting the pan in their hands.” Cross-country visits to editorial offices and test kitchens followed, while a media outreach program fed story ideas to traditional and social media.

The launch yielded one-on-one visits with more than 60 influential media and generated 193.2 million gross impressions, about 176 percent over the year-end goal. Highlights included two “Today Show” features plus hero placements in Modern Bride, The Kitchen.com and WeddingChat.com. When the New York Post and a Yahoo! blog reported that actress Jessica Alba and her mother were spotted with a Calphalon Unison Nonstick purchase at Williams- Sonoma, it was clear Calphalon’s message had resonated with its premium audience.