Carrier Looks Beyond Function

Carrier Corp. is taking a softer approach to selling its brand in new ads from Euro RSCG Tatham.
The emphasis of the multimedia campaign is on the emotional benefits of a Carrier heating system, as opposed to previous ads that focused on the functional benefits of a well-working furnace, said Tatham executive creative director Barb Wiecek.
“Families” features scenes of parents, kids and even the dog comfortably asleep in various rooms of a home. The spot illustrates that “no matter who it is, [Carrier’s furnace] can keep everyone in your family comfortable,” said Tatham creative director Tom Rowan.
The 30-second ad and a 15-second pullout break nationally Oct. 4.
The fully integrated ad campaign will also use print and radio to emphasize the more traditional technological features and value. The tagline, “Custom made indoor weather,” remains.
The new work is an evolution of the company’s branding campaign, said Joe Schoener, consumer marketing manager for the Indianapolis-based heating and air-conditioning system manufacturer.
“The softer approach is definitely what we are getting recommended by our agency and what we’re getting comfortable with,” Schoener said. “It’s a family lifestyle campaign that plays on our leadership.”
Chicago-based Tatham won Carrier’s estimated $8 million account
in 1996.