Electrolux Taps Kelly Ripa to Launch New Premium Kitchen Appliance Line in North America

NEW YORK, April 14 /PRNewswire/ -- In today's fast-paced world where every day brings new challenges to balance or better our busy lives, one appliance maker just might have the edge. Electrolux, makers of premium appliances for fine homes and restaurants in Europe for over 70 years and Europe's leading premium appliance brand, is introducing a new line of stylish, high-performance kitchen appliances exclusively for North America. Called Electrolux, the new line of premium kitchen appliances is designed to help today's multi-tasking moms do what they need -- and love -- to do -- better, faster and easier.

In order to penetrate -- and connect with -- the on-the-go, do-it-all target (women, ages 35 - 54 who are juggling career, family and volunteer responsibilities, along with a love of entertaining), the European-based company is tapping America's poster child for successful multi-taskers -- Kelly Ripa -- to star in a new campaign that will launch its newest premium appliance brand in North America.

"Just like our target, Kelly Ripa is a really amazing woman who appreciates beauty and performance and the way the right appliances can help you do more of what you want to do. And that's what this new premium appliance collection from Electrolux is all about ... helping today's 'do it alls' be even more amazing," notes Keith McLoughlin, President and CEO for Electrolux Major Appliances, North America.

Be Even More Amazing

The new advertising also heralds the arrival of Electrolux, Europe's leading premium appliance brand, as a total home brand in North America. Well known in the U.S. for its high-end floorcare products with legendary reliability, Electrolux also makes some of the best known, most revered professional appliances in the world, including the Molteni range used by four star chefs, such as Gray Kunz, and Electrolux ICON(TM), its premium appliance line designed for home chefs seeking the ultimate in design and professional performance.

In a fresh departure from traditional appliance brand advertising, the new Electrolux campaign focuses on Kelly Ripa in her real life and about the relationship she has with her appliances. At the heart of the campaign is the powerful brand idea that Electrolux appliances are designed to help women who are already doing amazing things in their lives to be even more amazing.

"Kelly represents the 'do it all woman' -- a woman with an endless 'things I love to do list,'" which is not a stretch for Kelly because she's that woman," notes McLoughlin. "The campaign shows her in her many roles in her busy life and how Electrolux helps her 'do it all' and be even more amazing," he said.

Beyond extolling the new line's features, the campaign had to feel true to the "do it all" target, according to Mary Kay Kopf, Vice President, Brand Marketing for Electrolux Major Appliances North America. "She's a multi-talented multi-tasker ... the personification of a triple espresso, wi-fi-loaded soccer mom, with a 'loves to do list' and 32 e-mails to answer before breakfast," smiles Kopf. "Put simply, this woman lives a 25 hour day 365 days a year. We knew we were onto something when we first presented the campaign to Kelly and her reaction was, 'Hey, that's me, that's my life.'"

The national campaign by DDB New York will break with two to three television spots airing during high-profile network prime time and national cable programming, as well as a Web film, a series of print ads in magazines and in newspaper and point-of-purchase. The company is also launching its new website electroluxappliances.com -- with a digital campaign across several websites including Yahoo, iVillage and Epicurious that the target consumer frequents.

Engaging & Empowering the 'Do It All' Target

"Clearly this appliance launch is not business as usual. We know that in order to be successful, we needed to go beyond generating awareness to actually engaging our consumer target in ways that are nontraditional, and yes, even daring," notes Kopf. "One place we're trying to get her attention is on-line; we know our site is the frontline to our consumer -- the first place she experiences our brand. The web film we produced starring Kelly Ripa is a little edgy and a lot of fun and we think it's something women will love to watch and share with their friends -- again and again."

In addition to a significant advertising play, Electrolux is also using an integrated public relations campaign led by Weber Shandwick Worldwide to engage its target audience. The centerpiece of the effort is a first of its kind on-line game called 'Kelly's Bags' -- a fun and engaging virtual scavenger hunt where Kelly Ripa's collection of designer handbags is the key to winning this year's hottest collection of designer premium kitchen appliances from Electrolux. The game is designed to provide consumers with a unique, and deliberately non-traditional way of experiencing the Electrolux brand.

"We wanted to give people a compelling reason to visit the Electrolux web site, so we stacked the deck -- giving them a fun game and the chance to win 10 suites of premium kitchen appliances from Electrolux. Plus when people register to play 'Kelly's Bags,' they're also helping to support the Ovarian Cancer Research Fund. Talk about a win/win proposition," said Kopf. Kelly's Bags goes live on April 14. Consumers can visit electroluxappliances.com for more information and game rules.

The new Electrolux line includes more than 130 high-performance, stylishly designed products including 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. Long on style and innovation, Electrolux appliances are the result of a consumer-centric approach to looks and functionality.

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 and high performance to North America with the launch of its new Electrolux line.

Electrolux Group -

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 electroluxappliances.com.

DDB -

DDB Worldwide Communications Group Inc (www.ddb.com) is the fourth largest consolidated advertising and marketing services global network and the most awarded agency network in the world according to Creativity magazine 2006. In 2007 Tribal DDB was named Global Agency Network of the year by Ad Age. Four-time winner, Adweek and Advertising Age Global Network of the year, DDB also was named the World's Top Network in Europe by the Gunn Report in 2006 and 2007. With more than 200 offices in over 90 countries, the DDB group believes that creativity is the most powerful force in business, building enduring and powerful brand experiences that create TalkValue(TM), influence social communities and drive results.

Weber Shandwick -

Weber Shandwick is one of the world's leading global public relations firms with offices in major media, business and government capitals around the world. The firm specializes in strategic marketing communications, media relations, public affairs, reputation management, and crisis and issues management. It also offers corporate communications counseling services. The firm provides specialized integrated services including Web relations, advocacy advertising, market research and visual communications. Weber Shandwick is a unit of The Interpublic Group NYSE: IPG, which is one of the world's leading organizations of advertising agencies and marketing services companies. To learn more, please visit www.webershandwick.com.

     Contact:
     Meghan Ackerson
     212-445-8170
     mackerson@webershandwick.com