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Owning the right appliance can be a “mind-altering” experience. That’s the message in an upcoming campaign from Ogilvy & Mather here for Sears, Roebuck & Co.’s new Kenmore Elite line.
An integrated campaign breaking nationally Aug. 19 exhorts older and richer women to “Turn on the thinking.” Ads describe the kitchen and laundry appliances as a “mind-altering new line of freezing, bubbling, boiling machines.”
TV spots feature women savoring their laundry chores (the washer, after all, takes laundry from “doomed to divine”), juggling fruit fresh from the refrigerator or dancing while cooking at a range that is “a very, very good rumba partner.”
The effort emphasizes the style and sophistication of the new line, said O&M managing director Linda Garrison.
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