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Electrolux readies new advertising campaign

Electrolux Home Products will begin a North American marketing campaign for its new line of kitchen appliances this month. The campaign consists of television and print advertising, along with point-of-sale and Web-based materials. In Canada, the campaign is being handled by Anderson DDB Health & Lifestyle of Toronto. The creative features television personality Kelly Ripa and uses the tagline, "Be Even More Amazing." Electrolux is describing the initiative as the largest product launch in its history. The line consists of 120 products, presented in the campaign as possessing "European style and performance." The campaign, aimed primarily at women, will run on national and specialty television channels in English and French, as well as in consumer home and lifestyle magazines. In addition, Chatelaine, TVA and Transcontinental will run various advertorials, contests and promotions as part of the marketing program. One print ad in Chatelaine will include a grid and a series of stickers to allow readers to design a kitchen floor plan. "The campaign is unique in the crowded appliance category," said agency president Kevin Brady. "It's a powerful, big brand idea. What's impressive about the new appliances is that they not only boast functionality and style, but their innovations have real lifestyle benefits. Kelly Ripa is quick to point this out, and I think Canadians are really going to relate to this aspect of the advertising and promotion. Understandably, many people aren't engaged with appliances until they're at the shopping stage. Kelly Ripa will change that for Electrolux by generating buzz and intrigue around the new product line, and ultimately creating demand. Her endorsement will help Electrolux appliances be seen by busy professional women as 'gotta have pieces' for their homes."

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