With the help from their agency of record scratch, Frigidaire has launched a new advertising campaign in time for the summer sales to help bring some life to a traditional marketplace while connecting consumers to product line and educate Canadians about the benefits offered by Frigidaire appliances.
“We wanted to change our traditional approach to communicating to our target market,” said Tom Coulman, Director, Product and Brand Development for 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.”
Several pieces were created in both English and French, one featuring a woman lounging during a dinner party with glass of wine in hand. She is dressed in white and looks to be casually spilling wine on herself (shown below). The personality driven one-word headline, “Fearless” serves two purposes. First, it demonstrates that she has no fear of staining her pants, and secondly implies that the associated Frigidaire washing machine is fearless in tackling the stain.
The campaign also has other executions for Frigidaire’s top selling products, which will be rolled out later this summer. The campaign can be seen first in print publications, such as: Canadian Living, Coup de Pouce, Style at Home, Décormag, Decoration Chez Soi, and Les Idée’s de Ma Maison.
The new campaign also heads outdoors with the launch of Fearless (N’ayez Crainte in French) which will be executed throughout the summer with billboard placement in major cities across Canada.[ad]