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New Electrolux Print Campaign Sparks Emotional Connection with TargetIn a world of kitchen appliance advertising resplendent with photos of designer - perfect kitchens, Electrolux, the premium European appliance maker for more than 70 years, today debuted a new print campaign that will launch its Electrolux ICON appliance line in the U.S. - without ever showing the kitchen. Rather, the campaign, created by Lowe New York, seeks to move beyond the hardware to tap into the emotional connection people have with their homes.
The new advertising also heralds the introduction of Electrolux, known for quality, innovation and thoughtful design, as a total home brand in North America. The company, headquartered in Europe, is best known here for its floorcare products, particularly vacuum cleaners that have remained the gold standard in the category since 1912. This year Electrolux is introducing a family of premium appliances to the North American marketplace, starting, according to Keith McLoughlin, president and CEO for Electrolux Home Products North America, at the "heart of the home" with the kitchen.
The Heart of the Home ... from the Heart of the Consumer
The first wave of the new campaign draws readers into the heart of the home, depicting in words and evocative images how it touches the heart of the consumer. Rather than follow the traditional rules of advertising kitchen appliances, Ele
more: New Electrolux Print Campaign Sparks Emotional Connection with Target
November 2, 2004 | Viewed 25,183 time(s)
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