Applica Selects BKV

Bennett Kuhn Varner has added Applica to its client roster.

The Atlanta direct response agency will help launch four new household products for the small appliance manufacturer under the Black & Decker label.

Billings are estimated at $4 million.

Through its subsidiary Applica Consumer Products, the Miami Lakes, Fla., client also markets products under brand names such as Windmere, Littermaid, Belson and Jerdon, primarily in North America, Latin America and the Caribbean.

Rick Carpenter, vice president of marketing for Applica, cited BKV’s core strength in creating direct response television campaigns and their effectiveness when tied to product launches.

“In today’s media environment it is no longer good enough to go out and buy GRPs [gross rating points]. You must know what media is working and what is not and be able to track spending back to sales,” said Carpenter. There is a delicate balance between sales generated direct from TV and at retail, he added.

BKV will create a series of 120-, 60- and 30-second television commercials to run in July on national network and cable outlets. The ads will focus on product demonstrations, followed by an 800-number.

“We know from our modeling [that] for every product we sell over television, we sell five in retail,” said agency president Brent Kuhn.

Applica’s products will be sold at Bed Bath & Beyond, Sears and other specialty home stores.

Three additional product launches will follow in the fourth quarter. Representatives for Applica would not identify those items, but did confirm that they were all kitchen appliances. One product is said to be a beverage maker.

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