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. Abandoning last year's tagline--"Smart. Stylish. Simple. In a word, Kenmore"--the new ads try to emphatically link the brand to Sears. "It's important for the people to know that Sears backs it up," she said.
The increased emphasis on Sears anticipates a new cohesion across product lines, creating a single voice for the store, Garrison said. The company has been working with O&M and Young & Rubicam to develop a new selling proposition, moving away from the "Softer Side" branding introduced in 1996.
Sears' media expenditures on the Kenmore brand in 1998 were $46.9 million, per Competitive Media Reporting. In the first three months of 1999, the company spent $9 million.