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GE Appliances has launched a new marketing campaign designed to showcase the company's products in a context that reflects the consumer's changing needs, including a new definition of the kitchen as a living space.
“The national campaign is designed to communicate a key element of our business strategy—one that is obsessed with innovation designed around what the consumer needs,” says Eddie Martin, CMO for GE Appliances. “The work introduces the brand idea of ‘Reimagining Home’ through the lens of our three new products.“
The appliances in question include a new stainless-interior dishwasher with 102 cleaning jets, a French-door refrigerator with hands-free autofill and the gas slide-in range with tri-ring burner.
“Through our research, we’ve learned that people really want their kitchen space to be a reflection of their home space,” says Leanne Dugan, GE Appliances’ manager of consumer insight. “Consumers used to want their appliances to stand out. Today, they want them to be less conspicuous. They want the design of appliances to have a more modern, clean look in keeping with the rest of their home.”
In keeping with these findings, GE's new appliances sport a redesigned transitional appeal.
The Reimagining Home brand campaign, launched Aug. 5, is set to last 14 weeks and will be dessiminated through TV commercials, social media and a new interactive website where users can acquire product information, design ideas, demo videos and infographics.