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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.
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