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Goemans Appliances begins campaign

Appliance retailer Goemans Appliances has begun what it describes as its first major mass advertising campaign. The effort, developed by The Garden of Toronto, is called “Do Appliances Right.” The creative depicts consumers experiencing frustration with faulty appliances and highlights how the retailer can assist in the selection of appropriate products. It consists of two 15-second television commercials, accompanied by out-of-home and social media adverising. The ads use the tagline, “Bad appliances turn us into bad people.” Media work is being handled by Cairns Oneil.

“Talking about expert service isn’t exactly new, so we wanted to focus on what it means when you don’t have that expert service,” said Chris Lihou, senior copywriter at The Garden. “This campaign is an acknowledgement that bad appliances aren’t just a matter of undercooked lasagna or dirty silverware. They can lead to festering frustrations that boil over at inopportune times, affecting our friends, our family and even our well-meaning neighbours.”

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