With a line of small appliances making its debut later this summer, Jenn-Air aims to give its core stoves and ranges an updated and practical feel in a new campaign from LB Works.
The print effort is an attempt to depict the "practical indulgence" of high-end appliances. One ad shows a kitchen completely styled in blue, save for a worn spot on the floor in front of the stove. The work, which breaks in July issues of home-improvement and design magazines, introduces a new tagline, "For the love of cooking," to set the stage for the Altrezzi line of countertop appliances scheduled to launch in August, said Kingsley Shannon, brand manager for Jenn-Air. The tag replaces the long-running, "The sign of a great cook."
By showing entire kitchen settings, the new campaign can feature a number of appliances while offering ideas on how consumers can use the products to redecorate.
Although Jenn-Air vies with luxury brands such as Wolf Gourmet and Viking, lower pricing reportedly allows it to be positioned as a more practical choice.
Jenn-Air, a division of Newton, IA, U.S.-based Maytag Corp., spent nearly U.S. $10 million on ads for the brand in 2002, according to TNS Media Intelligence/CMR. (Reuters)
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