GE Appliances Launches Transitional-Design Appliances with Reimagining Home Campaign
Aug 8, 2013
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GE Appliances research shows consumers have new preferences when it comes to the role of appliances in the kitchen--and want their appliances to stand out less in kitchen design.

The research has helped inform GE as it launched its new Reimagining Home brand campaign to highlight "the human truths and insights" that inspired it to reinvent its appliance portfolio and to "reimagine" the home. The 14-week campaign began on Aug. 5, 2013.

is designed to create awareness of GE Appliance's new products and its focus on helpful innovation through TV commercials, social media channels and other digital assets.

"The national campaign is designed to communicate a key element of our business strategy--one that is obsessed with innovation designed around what the consumer needs," said Eddie Martin, chief marketing officer for GE Appliances. "The work introduces the brand idea of 'Reimagining Home' through the lens of our three new products."

New appliances featured in the national TV spot include a stainless-interior dishwasher with 102 cleaning jets, a French-door refrigerator with hands-free autofill, and a gas slide-in range with tri-ring burner.

An interactive website was created on to serve as an extension of the campaign. Clickable hot spots pull up insights, ideas, infographics, demo videos, social streams, and lessons to help consumers learn more in the kitchen.

"Through our research, we've learned that people really want their kitchen space to be a reflection of their home space," said Leanne Dugan, GE Appliances' manager of consumer insight. "They want it to be less a utilitarian center of the home--it's become more of an extension of their living space."

GE said its research also found that the preferences for the appliances' role in the kitchen had also changed.

"Consumers used to want their appliances to stand out," said Dugan. "Today, they want them to be less conspicuous. They want the design of appliances to have a more modern, clean look in keeping with the rest of their home."

That input led to a redesigned "transitional" appearance for the GE brand of appliances that is shown in the ads and online.

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