European appliance maker Electrolux debuted a new print campaign that will launch its Electrolux ICON(TM) appliance line in the U.S. -- without ever showing the kitchen. The campaign, created by Lowe New York, seeks to move beyond the hardware to tap into the emotional connection people have with their homes.
"Consumers tell us the kitchen is the 'heart of the home,'" Keith McLoughlin, president and CEO for Electrolux Home Products North America, said. "It's more than a collection of appliances, but rather a backdrop for irreplaceable family memories. This is what we set out to capture in our advertising."
The ad campaign features up-close, black-and-white photography. In one execution, a woman is close to a birthday cake. The copy reads, "In my kitchen, I preheat a memory. I fold in old friends with new. I bake a good laugh." Once the reader is drawn in, they can lift a right hand flap that reveals a shot of the sleek Electrolux ICON(TM) wall oven. The tagline ends, "Electrolux ICON(TM). Designed for the well-lived home."
The company says it wanted the campaign to showcase a consumer-focused approach. "[The ad campaign] elevates our appliances from the center of the kitchen to a meaningful place in the center of the home and at the center of our consumers' lives," said Mr. McLoughlin. "Our advertising speaks to the special relationship each of us has with the place we live -- we call that place the 'well-lived home.'"
The campaign is scheduled to break in the December issues of Gourmet, House & Garden and Architectural Digest and Food & Wine, among others. Electrolux has partnered with select publications to further enhance the consumer experience and offerings. For example, seasonal menus and wine pairings will be presented in conjunction with Gourmet magazine. Electrolux plans to spend about $70 million over the next 3 years on brand building efforts for the appliance line.
Electrolux launched the Electrolux ICON(TM) line of premium appliances in the U.S. earlier this year. The all-stainless steel line features nine high-performance, design-focused products, including convection wall ovens, a warmer drawer, gas and electric cooktops, refrigerators, dishwashers, and line of range hoods. The company said it will more than triple its line, including a new professional series, in early 2005.
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