Sears’ Kenmore Appliance Brand Gets A ‘Distinct Voice’ From O&M

Ogilvy & Mather here moves the Kenmore brand away from Sears, Roebuck & Co.’s many sides this week with the appliance line’s first new ad positioning in three years.
The campaign, breaking April 1, is built around a new themeline, “Smart. Stylish.
Simple. In a word, Kenmore,” that is used in TV and print executions. The most recent Kenmore ads, developed in 1995, used the tagline, “Come see the innovative side of Sears,” playing off the “Many sides of Sears” branding strategy developed for the retailer by its other national agency, Young & Rubicam here.
“We wanted to focus on positioning the benefits of Kenmore as a brand,” rather than as a product of Sears, said Kenmore brand director Ed Keller.
The new positioning is intended to give the brand a “distinct voice” while keeping it under the Sears umbrella, said Marlena Peleo-Lazar, O&M’s deputy executive creative director. “We wanted to carve a [niche] out of Sears,” she said.
The campaign consists of four TV spots airing on cable and broadcast networks and five print ads appearing in the April editions of 18 home-related publications, including Martha Stewart Living, Better Homes and Gardens and Good Housekeeping.
Print ads use single-word headlines and stylish typefaces to set the tone, while copy highlights the appliances’ innovative functions. One TV spot, “Flattering,” explains one special function on Kenmore’s dryers that keeps clothes wrinkle-free so they look better.
“We wanted to [highlight] a benefit that made the consumer’s life better,” Keller said.
The campaign’s simple language and style are intended to give the product a more “human” voice, while maintaining the brand’s strengths, Peleo-Lazar said.
Sears spent $10.2 million on the brand last year, according to Competitive Media Reporting. Spending for the new positioning is expected to be slightly higher.