InSinkErator Evolves in New Campaign

DETROIT InSinkErator, a ubiquitous garbage disposal in many U.S. homes, has embarked on a campaign for a product line that is both more expensive and more upscale than the models the company has sold for more than 50 years.

The new tagline, “Grind more, hear less,” touts the concept that this more expensive offering can eat up anything from a rib bone to a pineapple top and do it without the ear-splitting screech formerly associated with the unit.

The introduction of the Evolution line is being supported by a $5 million marketing effort, per Cramer-Krasselt, Milwaukee, that includes six broadcast spots—a 30-second commercial and five 15-second spots—which will run on high-profile programs including the Today Show (where it’s already begun airing) and Oprah, and targeted cable stations including the Food Network, Discovery, TLC and A&E.

Print ads will be in upcoming editions of special interest pubs including Better Homes and Gardens, Beautiful Kitchens and Women’s Day Kitchens and Baths.

Point-of-purchase displays at both Lowe’s and Home Depot will feature an eight-foot bay with both floor and shelf inventory.

“It’s been 30 years since we had an ad on TV,” said David MacNair, vp, marketing at InSinkErator. “And the Evolution series is replacing about two-thirds of our product line. It was a hard decision to make. And our employees were the hardest to convince that this was a good move. But we were in the position to do it.”

The new models range from between $160 and $300, in keeping with the industry, where the players, including GE, Kenmore and Maytag, have also upped the technology and top shelf price over the past several years to around $300.