Electrolux Taps Kelly Ripa to Launch New Premium Kitchen Appliance Line in North America

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April 14, 2008

NEW YORK April 14 PRNewswire - In todays fast-paced world where every day brings new challenges to balance or better our busy lives one appliance maker just might have the edge Electrolux makers of premium appliances for fine homes and restaurants in Europe for over 70 years and Europes 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 todays multi-tasking moms do what they need - and love - to do - better faster and easierIn 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 Americas poster child for successful multi-taskers - Kelly Ripa - to star in a new campaign that will launch its newest premium appliance brand in North AmericaJust like our target Kelly Ripa is a really amazing woman who appreciates beauty and performance and the way the right appliances can help you do more of what you want to do And thats what this new premium appliance collection from Electrolux is all about helping todays do it alls be even more amazing notes Keith McLoughlin President and CEO for Electrolux Major Appliances North AmericaBe Even More AmazingThe new advertising also heralds the arrival of Electrolux Europes leading premium appliance brand as a total home brand in North America Well known in the US 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 ICONTM its premium appliance line designed for home chefs seeking the ultimate in design and professional performanceIn 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 amazingKelly represents the do it all woman - a woman with an endless things I love to do list which is not a stretch for Kelly because shes that woman notes McLoughlin The campaign shows her in her many roles in her busy life and how Electrolux helps her do it all and be even more amazing he saidBeyond extolling the new lines features the campaign had to feel true to the do it all target according to Mary Kay Kopf Vice President Brand Marketing for Electrolux Major Appliances North America Shes a multi-talented multi-tasker the personification of a triple espresso wi-fi-loaded soccer mom with a loves to do list and 32 e-mails to answer before breakfast smiles Kopf Put simply this woman lives a 25 hour day 365 days a year We knew we were onto something when we first presented the campaign to Kelly and her reaction was Hey thats me thats my lifeThe national campaign by DDB New York will break with two to three television spots airing during high-profile network prime time and national cable programming as well as a Web film a series of print ads in magazines and in newspaper and point-of-purchase The company is also launching its new website electroluxappliancescom - with a digital campaign across several websites including Yahoo iVillage and Epicurious that the target consumer frequentsEngaging Empowering the Do It All TargetClearly this appliance launch is not business as usual We know that in order to be successful we needed to go beyond generating awareness to actually engaging our consumer target in ways that are nontraditional and yes even daring notes Kopf One place were trying to get her attention is on-line we know our site is the frontline to our consumer - the first place she experiences our brand The web film we produced starring Kelly Ripa is a little edgy and a lot of fun and we think its something women will love to watch and share with their friends - again and againIn addition to a significant advertising play Electrolux is also using an integrated public relations campaign led by Weber Shandwick Worldwide to engage its target audience The centerpiece of the effort is a first of its kind on-line game called Kellys Bags - a fun and engaging virtual scavenger hunt where Kelly Ripas collection of designer handbags is the key to winning this years hottest collection of designer premium kitchen appliances from Electrolux The game is designed to provide consumers with a unique and deliberately non-traditional way of experiencing the Electrolux brandWe wanted to give people a compelling reason to visit the Electrolux web site so we stacked the deck - giving them a fun game and the chance to win 10 suites of premium kitchen appliances from Electrolux Plus when people register to play Kellys Bags theyre also helping to support the Ovarian Cancer Research Fund Talk about a winwin proposition said Kopf Kellys Bags goes live on April 14 Consumers can visit electroluxappliancescom for more information and game rulesThe 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 functionalityRecognized throughout Europe as the gold standard of appliances Electrolux appliances have been used in fine European homes and restaurants for more than 70 years Now Electrolux is bringing that same level of uncompromising quality and high performance to North America with the launch of its new Electrolux lineElectrolux Group -Electrolux has a rich heritage of developing premium kitchen appliances in Europe which have been used throughout fine homes and restaurants for more than 70 years Among these products is the prestigious Molteni brand a name chosen by the worlds greatest chefs who expect the ultimate in cooking performance Design centers around the world are focused on understanding consumer needs and developing innovative designs that fit with how consumers live In 2007 Electrolux had sales of 16 billion and 57000 employees For more information visit electroluxappliancescomDDB -DDB Worldwide Communications Group Inc is the fourth largest consolidated advertising and marketing services global network and the most awarded agency network in the world according to Creativity magazine 2006 In 2007 Tribal DDB was named Global Agency Network of the year by Ad Age Four-time winner Adweek and Advertising Age Global Network of the year DDB also was named the Worlds Top Network in Europe by the Gunn Report in 2006 and 2007 With more than 200 offices in over 90 countries the DDB group believes that creativity is the most powerful force in business building enduring and powerful brand experiences that create TalkValueTM influence social communities and drive resultsWeber Shandwick -Weber Shandwick is one of the worlds leading global public relations firms with offices in major media business and government capitals around the world The firm specializes in strategic marketing communications media relations public affairs reputation management and crisis and issues management It also offers corporate communications counseling services The firm provides specialized integrated services including Web relations advocacy advertising market research and visual communications Weber Shandwick is a unit of The Interpublic Group which is one of the worlds leading organizations of advertising agencies and marketing services companies To learn more please visit Contact Meghan Ackerson 212-445-8170 Electrolux Group

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