BKV Does the Twist Mixer for Gizmo

ATLANTA Black & Decker’s three-year-old Gizmo line, which began with a cordless can opener, will launch its first brand effort this year as the basis for ongoing advertising campaigns.

The $3 million direct TV effort, via Bennett Kuhn Varner in Atlanta, will also support two new products that will expand the Gizmo line to four.

The first product, a Twist Mixer, is a multifunctional beater, grater and mixer with an adjustable-angle blade. A cordless iron, Steam ‘n’ Crease, will follow that. (The fourth item is a cordless electric grater.)

The ads for the client in Towson, Md., will break in early November touting all four products, with a build-up to Thanksgiving. Ads will run on cable home-improvement channels and possibly network.

The effort will highlight the key benefits of each product using animation and introducing the theme, “It’s not an appliance. It’s a Gizmo!” Along with the Black & Decker branding, ads will include the current tag, “Gizmo. Fun to give. Great to get.”

The products will be “flying” on their own and will be “living” as part of the animation, according to Chris Mitchell, a representative for Black & Decker, a division of Applica.

The advertising strategy centers on a “modular” creative approach, in which the brand ads will allow creative to be inserted as new products debut from year to year.

“Ads will have a consistent look and feel and, obviously with each new product, a different application,” said Mitchell.