seehunter

CHRIS HUNTER INTEGRATED CREATIVE DIRECTOR

 

 

MORE.

AND THEN SOME.

'GET MORE OUT OF IT' CAMPAIGN CLICK IMAGE

Kenmore Print_Page_16 KEN-logo

'THAT'S GENIUS' CAMPAIGN CLICK IMAGE

 

final kenmore print_Page_3 copy

KENMORE is a billion dollar brand, the top-selling appliance brand in America.

 

I began guiding their creative just after they had dropped to #3 status after years of promotion-only advertising. Sears, the owner of Kenmore, takes about 40% of its profit in appliance sales so when Kenmore sneezes, Sears gets a cold.

 

Suddenly this beloved but tired brand was ready to reassert itself.

 

Our 'That's Genius' campaign for Kenmore's high-end line helped return the brand to number one in short order, followed by increased up-tick with the launch of

'Get More Out Of It' for general-market appliances a year later.

 

Kenmore had three CMOs in four years, each dealing in

their own way with the impact of the housing downturn

and credit crisis on their business.

 

Despite this we managed their different styles and tastes

and an ever-changing range of testing methodologies to

grow Kenmore's business and put the brand back on the

shopping shortlist.