Siemens, Best Buy Think Ahead

NEW YORK The company that sells high-end appliances Thermador and Bosch is bowing a fourth brand, Siemens.

The marque, known in the U.S. market for cell phones and in its native Germany for just about everything, is this year bowing a line of major appliances, including washers, dryers and countertop appliances, and is refining the image of its other brands in the process.

The parent company of those brands, BSH Home Appliances, will double its marketing spend this year to pitch Siemens to tech-savvy urbanites, Bosch to upwardly mobile families and Thermador to the trophy kitchen set. The company spent about $3 million on media last year.

Siemens, which will be sold through Best Buy, will be touted in TV ads via Best Buy’s agency, Digitas in Boston. Michael Bohn, BSH director-brand marketing, said creative will feature young, independent women and “aggressive” text.

One in-store display for a Siemens blender says, “Beautiful yet destructive.” The tag: “Forward thinking.”

“Best Buy consumers are buying high-end electronics, like HDTV and home entertainment systems, not necessarily appliances, but those are the consumers we are targeting,” said Bohn.

The firm’s Thermador unit, meanwhile, is launching a spring print effort via Hamon and Associates, Santa Monica, Calif., aiming at consumers with annual incomes of $150,000-plus.