Carrier Looks Beyond Function

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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.

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