Kelly Ripa to Launch New Electrolux Premium Kitchen Appliance Line in North America
May 8, 2008
In today’s fast-paced world where every day brings new challenges to balance or better our busy lives, one appliance maker just might have the edge. Electrolux, makers of premium appliances for fine homes and restaurants in Europe for over 70 years and Europe’s leading premium appliance brand, is introducing a new line of stylish, high-performance kitchen appliances exclusively for North America. Called Electrolux, the new line of premium kitchen appliances is designed to help today’s multi-tasking moms do what they need — and love — to do — better, faster and easier.
In order to penetrate — and connect with — the on-the-go, do-it-all
target (women, ages 35 - 54 who are juggling career, family and volunteer
responsibilities, along with a love of entertaining), the European-based
company is tapping America’s poster child for successful multi-taskers –
Kelly Ripa — to star in a new campaign that will launch its newest premium
appliance brand in North America.
“Just like our target, Kelly Ripa is a really amazing woman who
appreciates beauty and performance and the way the right appliances can
help you do more of what you want to do. And that’s what this new premium
appliance collection from Electrolux is all about … helping today’s ‘do
it alls’ be even more amazing,” notes Keith McLoughlin, President and CEO
for Electrolux Major Appliances, North America.
Be Even More Amazing
The new advertising also heralds the arrival of Electrolux, Europe’s
leading premium appliance brand, as a total home brand in North America.
Well known in the U.S. for its high-end floorcare products with legendary
reliability, Electrolux also makes some of the best known, most revered
professional appliances in the world, including the Molteni range used by
four star chefs, such as Gray Kunz, and Electrolux ICON(TM), its premium
appliance line designed for home chefs seeking the ultimate in design and
professional performance.
In a fresh departure from traditional appliance brand advertising, the
new Electrolux campaign focuses on Kelly Ripa in her real life and about
the relationship she has with her appliances. At the heart of the campaign
is the powerful brand idea that Electrolux appliances are designed to help
women who are already doing amazing things in their lives to be even more
amazing.
“Kelly represents the ‘do it all woman’ — a woman with an endless
‘things I love to do list,’” which is not a stretch for Kelly because she’s
that woman,” notes McLoughlin. “The campaign shows her in her many roles in
her busy life and how Electrolux helps her ‘do it all’ and be even more
amazing,” he said.
Beyond extolling the new line’s features, the campaign had to feel true
to the “do it all” target, according to Mary Kay Kopf, Vice President,
Brand Marketing for Electrolux Major Appliances North America. “She’s a
multi-talented multi-tasker … the personification of a triple espresso,
wi-fi-loaded soccer mom, with a ‘loves to do list’ and 32 e-mails to answer
before breakfast,” smiles Kopf. “Put simply, this woman lives a 25 hour day
365 days a year. We knew we were onto something when we first presented the
campaign to Kelly and her reaction was, ‘Hey, that’s me, that’s my life.’”
The national campaign by DDB New York will break with two to three
television spots airing during high-profile network prime time and national
cable programming, as well as a Web film, a series of print ads in
magazines and in newspaper and point-of-purchase. The company is also
launching its new website electroluxappliances.com — with a digital
campaign across several websites including Yahoo, iVillage and Epicurious
that the target consumer frequents.
Engaging & Empowering the ‘Do It All’ Target
“Clearly this appliance launch is not business as usual. We know that
in order to be successful, we needed to go beyond generating awareness to
actually engaging our consumer target in ways that are nontraditional, and
yes, even daring,” notes Kopf. “One place we’re trying to get her attention
is on-line; we know our site is the frontline to our consumer — the first
place she experiences our brand. The web film we produced starring Kelly
Ripa is a little edgy and a lot of fun and we think it’s something women
will love to watch and share with their friends — again and again.”
In addition to a significant advertising play, Electrolux is also using
an integrated public relations campaign led by Weber Shandwick Worldwide to
engage its target audience. The centerpiece of the effort is a first of its
kind on-line game called ‘Kelly’s Bags’ — a fun and engaging virtual
scavenger hunt where Kelly Ripa’s collection of designer handbags is the
key to winning this year’s hottest collection of designer premium kitchen
appliances from Electrolux. The game is designed to provide consumers with
a unique, and deliberately non-traditional way of experiencing the
Electrolux brand.
“We wanted to give people a compelling reason to visit the Electrolux
web site, so we stacked the deck — giving them a fun game and the chance
to win 10 suites of premium kitchen appliances from Electrolux. Plus when
people register to play ‘Kelly’s Bags,’ they’re also helping to support the
Ovarian Cancer Research Fund. Talk about a win/win proposition,” said Kopf.
Kelly’s Bags goes live on April 14. Consumers can visit
electroluxappliances.com for more information and game rules.
The new Electrolux line includes more than 130 high-performance,
stylishly designed products including freestanding and built-in dual-fuel,
gas and electric ranges, wall ovens, gas and electric cook tops, induction
hybrid cook tops, built-in and over-the-range microwaves, counter depth and
standard depth refrigerators and freezers, refrigerator drawers, wine
cooler and wine tower, beverage center, dishwashers, icemaker and complete
line of ventilation systems. Long on style and innovation, Electrolux
appliances are the result of a consumer-centric approach to looks and
functionality.
Recognized throughout Europe as the gold standard of appliances,
Electrolux appliances have been used in fine European homes and restaurants
for more than 70 years. Now, Electrolux is bringing that same level of
uncompromising quality and high performance to North America with the
launch of its new Electrolux line.
Electrolux Group -
Electrolux has a rich heritage of developing premium kitchen appliances
in Europe, which have been used throughout fine homes and restaurants for
more than 70 years. Among these products is the prestigious Molteni brand,
a name chosen by the world’s greatest chefs who expect the ultimate in
cooking performance. Design centers around the world are focused on
understanding consumer needs and developing innovative designs that fit
with how consumers live. In 2007, Electrolux had sales of $16 billion and
57,000 employees. For more information, visit electroluxappliances.com.
DDB -
DDB Worldwide Communications Group Inc (http://www.ddb.com) is the fourth
largest consolidated advertising and marketing services global network and
the most awarded agency network in the world according to Creativity
magazine 2006. In 2007 Tribal DDB was named Global Agency Network of the
year by Ad Age. Four-time winner, Adweek and Advertising Age Global Network
of the year, DDB also was named the World’s Top Network in Europe by the
Gunn Report in 2006 and 2007. With more than 200 offices in over 90
countries, the DDB group believes that creativity is the most powerful
force in business, building enduring and powerful brand experiences that
create TalkValue(TM), influence social communities and drive results.
Weber Shandwick -
Weber Shandwick is one of the world’s leading global public relations
firms with offices in major media, business and government capitals around
the world. The firm specializes in strategic marketing communications,
media relations, public affairs, reputation management, and crisis and
issues management. It also offers corporate communications counseling
services. The firm provides specialized integrated services including Web
relations, advocacy advertising, market research and visual communications.
Weber Shandwick is a unit of The Interpublic Group (NYSE: IPG), which is
one of the world’s leading organizations of advertising agencies and
marketing services companies. To learn more, please visit
http://www.webershandwick.com.
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