In Spring 2008, Electrolux, known for vacuum cleaners, introduced the largest kitchen appliance line in North America history. In a very cluttered category (with brands such as LG, GE and Samsung) they need something that would break through that noise, drive awareness, and create sales.
WHAT WE DID
A multimedia campaign with actress-TV talk show host Kelly Ripa, the ultimate embodiment of the target consumer, was created to quickly break through the clutter. Placement was obtained at over 5,000 retailers; sales at Lowe’s exceeded goals; and in three months there was 60% awareness that Electrolux manufactures kitchen appliances.