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In its first campaign for the brand, Carmichael Lynch po sitions Amana as an appliance line that falls between Maytag’s focus on reliability and Jenn-Air’s reputation for cutting-edge design.
The print campaign, which broke in June magazines, has the tagline, “The art of common sense.” It is aimed at consumers who would buy an item from the Michael Graves line of appliances at Target, or a Volkswagen Beetle, said Libby Brockhoff, a creative director at the Minneapolis agency.
“People want something that’s practical and made well,” Brockhoff said.
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