Kerker Warms To Cool Celebs For Sub-Zero

Minneapolis’ Kerker Marketing next month will launch a $2 million campaign for Sub-Zero refrigerators that emphasizes the “mystique” of the upscale brand.
The print campaign, unveiled to distributors and builders this month, uses photographs of such past notables as Frank Lloyd Wright, Mae West and Amelia Earhart to sell the brand of customized refrigerators.
“It’s quintessential people for the quintessential refrigerator,” Terry Longville, Kerker vice president and account supervisor, said of the unconventional celebrity choices. Headlines for the print campaign include, “Take care of the luxuries and the necessities will take care of themselves,” which appears with the photo of Frank Lloyd Wright, and “Because I want to,” accompanying the photo of Amelia Earhart. The campaign has no tagline, using only the Sub-Zero logo.
“There was such a strong association with the logo and brand that a tagline wasn’t necessary,” Longville said. The company is known for its dual refrigeration system and customizing its built-in units to match any kitchen. Units start at around $2,500.
Although Kerker was named agency of record for Sub-Zero last February, this is the first campaign the shop has created for the Madison, Wis.-based client. Creative and media plans that were already in place for 1997 when the agency signed on were played out, Longville said. When it came time to develop a new campaign, however, Kerker wanted an approach outside the traditional product-shot advertising, he said.
Past advertising “didn’t do enough to emphasize the mystique of the brand,” Longville said. The new ads break in trade magazines in February and extend to consumer design and upscale lifestyle publications in March.