Electrolux and Kelly Ripa team up to launch new appliance line


    Anderson DDB Health & Lifestyle handling brand campaign in Canada

    TORONTO, April 14 /CNW/ - Electrolux, a global leader in home appliances
and appliances for professional use, has teamed up with Kelly Ripa, one of
America's best-loved, most respected talk show personalities, to launch its
first North American brand campaign for a new line of premium kitchen
appliances.
    Kelly Ripa, the co-host of Live with Regis & Kelly weekday mornings on
ABC, becomes Electrolux's spokesperson in the company's largest ever product
launch. Ripa is introducing 120 SKUs of high-performance appliances - a
stylishly sleek collection that's poised to transform Canadian kitchens with a
fresh jolt of European style and performance, helping today's busy families do
more - better, faster and easier.
    Ripa stars in the Electrolux television and print advertising, and her
image is being used on point-of-sale materials and extensively on
www.electroluxappliances.ca. To underline product benefits in all Electrolux
brand advertising, Ripa's appearance is aptly supported by the tagline: "Be
even More Amazing."
    "In teaming up with Kelly Ripa, Electrolux has a brand champion that
consumers can instantly relate to. Our campaign with Kelly goes beyond typical
appliance advertising to connect with the consumer in a way that's meaningful
and inspiring," says Tom Coulman, Electrolux Home Products, Canada. "Her
dynamic personality and on-the-go lifestyle really resonate and create a
powerful brand connection that underscores the Electrolux difference -
beautifully designed appliances with ingenious features that help make your
life run a littler smoother."
    Primarily targeting women with full, busy lives, the Electrolux kitchen
appliances campaign is being handled in Canada by Anderson DDB Health &
Lifestyle. Launching in French and English beginning in mid-April, the
advertising will be seen on national and specialty TV networks, as well as in
leading consumer home and lifestyle publications.
    Media partners Chatelaine, TVA and Transcontinental are also running
advertorials, contests and promotional spots, as well as on-line ads and
promotions for Electrolux to support the launch. Most notably, a innovative
"engagement piece" or interactive print ad in Chatelaine featuring Electrolux
appliances allows readers to construct their own kitchen floor plan using
special stickers and a grid.
    "The new Electrolux campaign with Kelly Ripa is unique in the crowded
appliance category; it's a powerful, big brand idea," says Kevin Brady,
President, Anderson DDB Health & Lifestyle. "What's impressive about the new
appliances is that they not only boast functionality and style, but their
innovations have real lifestyle benefits. Kelly Ripa is quick to point this
out, and I think Canadians are really going to relate to this aspect of the
advertising and promotion."
    Specifically designed for the mass premium appliance category, a category
that is experiencing growth across North America, the new Electrolux line
boasts a distinctive European look with a curved front design and signature
blue LED displays. The appliance line is the result of a consumer-centric
approach to looks and functionality and is designed to be at home in any
kitchen, from traditional to contemporary.
    Recognized 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, style and high performance to North America with the
launch of its new Electrolux line.
    Long on style and innovation, the Electrolux collection includes
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.
    "Understandably, many people aren't engaged with appliances until they're
at the shopping stage," continues Brady. "Kelly Ripa will change that for
Electrolux by generating buzz and intrigue around the new product line, and
ultimately creating demand. Her endorsement will help Electrolux appliances be
seen by busy professional women as 'gotta have pieces' for their homes."
    "Just like our target consumer, Kelly Ripa is a really amazing,
multi-tasking mom who appreciates beauty and performance and the way the right
appliances can help you do it all. And that's what this new appliance
collection from Electrolux is all about: making today's kitchens more
functional, comfortable, beautiful and easy to manage," says Coulman.

    About Electrolux

    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 world's 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 57,000 employees. For
more information, visit www.electroluxappliances.ca.

    About the Anderson DDB Health & Lifestyle

    Anderson DDB Health & Lifestyle (www.andersonddb.com) is North America's
leading health and lifestyle agency network. Anderson DDB Health & Lifestyle
is headquartered in Toronto and has offices in San Francisco, New York and
Montreal. Anderson DDB Health & Lifestyle is a member of DDB Worldwide and
Omnicom Group.



For further information: visuals or interviews, please contact: Shari
Balga, (416) 972-5832, shari.balga@andersonddb.com