Electrolux Taps Kelly Ripa to Launch New Premium Kitchen Appliance Line in North America
Electrolux, makers of premium appliances for fine homes and restaurants in Europe for over 70 years and Europe’s leading premium appliance brand, is introducing a new line of stylish, high-performance kitchen appliances exclusively for North America. Called Electrolux, the new line of premium kitchen appliances is designed to help today’s multi-tasking moms do what they need — and love — to do — better, faster and easier.
In order to penetrate — and connect with — the on-the-go, do-it-all target (women, ages 35 - 54 who are juggling career, family and volunteer responsibilities, along with a love of entertaining), the European-based company is tapping America’s poster child for successful multi-taskers — Kelly Ripa — to star in a new campaign that will launch its newest premium appliance brand in North America.
The new advertising also heralds the arrival of Electrolux, Europe’s leading premium appliance brand, as a total home brand in North America. Well known in the U.S. for its high-end floorcare products with legendary reliability, Electrolux also makes some of the best known, most revered professional appliances in the world, including the Molteni range used by four star chefs, such as Gray Kunz, and Electrolux ICON(TM), its premium appliance line designed for home chefs seeking the ultimate in design and professional performance.
In a fresh departure from traditional appliance brand advertising, the new Electrolux campaign focuses on Kelly Ripa in her real life and about the relationship she has with her appliances. At the heart of the campaign is the powerful brand idea that Electrolux appliances are designed to help women who are already doing amazing things in their lives to be even more amazing.
The new Electrolux line includes more than 130 high-performance, stylishly designed products including freestanding and built-in dual-fuel, gas and electric ranges, wall ovens, gas and electric cook tops, induction hybrid cook tops, built-in and over-the-range microwaves, counter depth and standard depth refrigerators and freezers, refrigerator drawers, wine cooler and wine tower, beverage center, dishwashers, icemaker and complete line of ventilation systems. Long on style and innovation, Electrolux appliances are the result of a consumer-centric approach to looks and functionality.
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My Parents have always encouraged us to buy your products because, as my Father always said Buy the Best —- Get the Best —- yet, I just saw an ad with Kelly Rippa which I guess is a JOKE ???? She always said on her show with REGIS that she does NOT cook and if it was not for her Mexican Mother In_law, the Kids wpoud starve —- I feel that all of us who must work AND COOK are VERY insulted by Rippas antics (the commercial is NOT funny) and you, as a major Corporation should hang your head in shame.
I disagree with the poster above. I work very hard - cooking, cleaning and taking care of my two young children and yet, I still find time to have a sense of humor. Lighten up.
You mean to tell me you have Chef Gretchen on your payroll and you have chose Kelly Ripa as your face??? Don’t quite get that one. Isn’t it common knowlege that she doesnt cook??
Words of marketing wisdom from an adminisrative assisant looking for brownie points. Besides, Chef Gretchen has been mia since her husband’s stroke.
electrolux sucks anyway. They only promote certain people. You have to know someone. I made the same rate of pay for 2 1/2 years and no pay increase in site. The products suck as well as the customer service. The company needs a reality check. And I hope the turnover rate continues to increase.
Interesting comments, and a great forum!
My name is Kasper Hornfeldt and I am starting a global project for electrolux with blogs and internet forums in focus. I have tried to contact you before with out successes… Could you please send me your contact details (editor/writer) so that I can send you our latest information on products, concepts and campaigns. Our goal is to give you a sneak peek at our household appliances, design, campaigns, environmental issues and events
Please feel free to mail me with any questions.
Thanks,
Kasper Hörnfeldt
kasper.hornfeldt@electrolux.se