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Ogilvy & Mather here moves the Kenmore brand away from Sears, Roebuck & Co.’s many sides this week with the appliance line’s first new ad positioning in three years.
The campaign, breaking April 1, is built around a new themeline, “Smart. Stylish.
Simple. In a word, Kenmore,” that is used in TV and print executions. The most recent Kenmore ads, developed in 1995, used the tagline, “Come see the innovative side of Sears,” playing off the “Many sides of Sears” branding strategy developed for the retailer by its other national agency, Young & Rubicam here.
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