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Frigidaire Canada prepares new campaign

Appliance maker Frigidaire Canada has hired Scratch of Toronto to develop an extension to its 2008 campaign for washing machines. The new campaign will seek to portray a connection between a consumer and various other types of appliances. The campaign will continue to run in magazines including Canadian Living, Coup de Pouce, Chatelaine, Style at Home, Décormag, Decoration Chez Soi and Les Idée’s de Ma Maison. It will also include in-store materials and direct-to-consumer programs. "The objective of the 2008 campaign was to create a clean and simple message that was open to interpretation by the individual," said Tom Coulman, director of product and brand development at Frigidaire. "The consumer could take what they wanted from each execution as to what our products mean to them. Our message in the campaign extension must continue to be relevant, as well as clearly demonstrate what our products bring to the table."

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