Andersen Windows, which in past advertising stressed durability and reliability, plays up its product's role in bringing warmth and security to a home in a new campaign from Campbell Mithun.
"We wanted to stress this connection with the home," said Frank Quadflieg, director of marketing communications at Bayport, Minn.-based Andersen.
The print and TV effort that breaks this week introduces the tagline, "Long live the home," which replaces the five-year-old "Worryproof. Timeproof" tag. That line will continue to be used in copy.
"It's less product-oriented and more end-result oriented," Quadflieg said.
The new line is meant to emphasize the dual qualities of performance and beauty, said George Halvorson of CM in Minneapolis. The approach will also work as Andersen expands into home products other than windows and doors, he said. Neither he nor Quadflieg would specify what other products Andersen is developing.
Two TV spots highlight the different brand attributes. One spot emphasizes aesthetics, showing a husband and wife evaluating the view out of their window as a truck moves their house inches to the right and left. A second spot showcases longevity as a rock formation crumbles outside an Andersen window.
"[One] speaks to enduring beauty; the other speaks to endur-ing performance," Halvorson said.
Consumer print ads depict warm home settings, such as the view of a young girl on a swing viewed through a window. "Memories are forever. Frame them accordingly," reads the headline. A trade campaign targets contractors and architects.
The new work will run on national cable networks, including A&E, TBS and USA. Print executions will run in lifestyle and architecture magazines.
Andersen is expected to spend more than the $20 million it spent last year on the new campaign, as the company expands into regions beyond its traditional Midwest and Northeast base, Quadflieg said.