This advertising campaign's concept was to introduce Fiesta to a younger audience. Fiesta typically advertises to an older generation of collectors. In order to bring in the new and younger target market of millenials and new homeowners, the concept and phrase of "Dinnerware with Personality" was created. Along with magazine ads, web banners, and billboards, a non-traditional advertisment was thought of as a window sticker that you could draw your own personality on.