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BrandBuzz Heralds A-to-Z LG Appliances

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NEW YORK LG Appliances will launch a campaign in March setting the tone for its debut as a full-line kitchen appliance maker with a new series of dishwashers and expanded retail distribution.

The effort, via WPP Group's BrandBuzz in New York, initially will be anchored by TV and six print ads touting the new dishwasher, the high-capacity Trom washer and dryer pair, and Panorama double-door refrigerator. "Life's good" remains the tag, but new creative posits the theme as joie de vivre that comes with a casual affluence and high-tech appliances in the kitchen and laundry.

The spot for the Trom washer is tentatively scheduled for March. Print will run in March issues of publications such as Better Homes and Gardens, Real Simple, House and Gardens and El Decor.

Campaign spending was not revealed. LG spent $40 million on advertising in the first 11 months of 2004, per TNS Media Intelligence/CMR.

The TV spot offers a humorous take on the Trom washer's drum capacity. It opens from inside the machine, looking out. A man then pokes his head inside as he admires the capacity. His voice becomes a booming echo, suggesting a cavern.

Print ads for Trom use "Extra LG" as the headline. One for the dishwasher shows an upscale kitchen during a dinner party. The word "Quiet" points to the dinner guests, "Quieter" to a cat and "Quietest" to the operating dishwasher.

"The ads have a slightly more refined look," said Graham Turner, creative director at BrandBuzz, a unit of Young & Rubicam. "The overall style and brand voice we are developing will extend beyond appliances." Graham said the company is also considering a spot showing all of LG's kitchen appliances.

LG Appliances, which began selling in Best Buy last year, rolls into The Home Depot on a national basis late in the second quarter, per Daniel Lee, LG's director of marketing communications. Grass-roots and lifestyle efforts will support the division this summer.