2009 SILVER

HOUSEHOLD FURNISHINGS & APPLIANCES

BE EVEN MORE AMAZING

ELECTROLUX, ELECTROLUX

Keith McLoughlin, Pres.-N. Amer., Electrolux Home Products
Mary Kay Kopf, VP-Brand Mktg.
Jennifer Leary, Dir.-Consumer Mktg.
Bryan McCarter, Dir.-Digital Mktg.

DDB NEW YORK

Jack Wheaton, Group Acct. Dir.
Tracy Power, Acct. Dir.
Kristin Volz, Acct. Exec.
Michael Vitiello, Creative Dir.
Seth Fried, Creative Dir.
Matt Nowak, Producer

WEBER SHANDWICK

PROMETHEUS

In spring 2008, Electrolux, known for vacuum cleaners, introduced a new kitchen appliance line in North America, a cluttered category with brands such as LG, GE and Samsung. A multimedia campaign with actress-TV talk show host Kelly Ripa, the ultimate embodiment of the target consumer, was created to quickly break through the clutter. Placement was obtained at over 5,000 retailers; sales at Lowe's exceeded goals; and in three months there was 60% awareness that Electrolux manufactures kitchen appliances.