Frigidaire breaks summer campaign
By Adnews Staff
Appliance manufacturer Frigidaire has begun a new summer advertising campaign. The initiative, developed by Scratch of Toronto, is intended to communicate the benefits of the company's products and to create a connection between the consumer and the product. "We wanted to change our traditional approach to communicating to our target market," said Tom Coulman, director of product and brand development at Frigidaire. "We challenged Scratch to develop a campaign that not only highlighted the power and efficiency of our laundry offering, but clearly demonstrated that this is the right products for our consumer." One print ad promoting washing machines depicts a woman at a dinner party deliberately spilling red wine on her white outfit. The ad uses the headline, "Fearless." Additional executions for other products will roll out through the summer in magazines including Canadian Living, Coup de Pouce, Style at Home, Décormag, Decoration Chez Soi and Les Idée's de Ma Maison. The campaign also includes a billboard component that will run through the summer in large cities.