Electrolux Taps Kelly Ripa to Launch New Premium Kitchen Appliance Line in North...

Electrolux Taps Kelly Ripa to Launch New Premium Kitchen Appliance Line in
North America
- New Web, Print and Broadcast Campaign Seeks to Inspire and Empower 'Do It
All' Target to Be Even More Amazing; Underscores European Design & Ingenious
Performance of New Electrolux Line -

NEW YORK, April 14 /PRNewswire/ -- 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 (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 www.webershandwick.com.
Contact:
Meghan Ackerson
212-445-8170
mackerson@webershandwick.com

SOURCE Electrolux Group

Meghan Ackerson for Electrolux Group, +1-212-445-8170,
mackerson@webershandwick.com