'GET MORE OUT OF IT' CAMPAIGN CLICK IMAGE
'THAT'S GENIUS' CAMPAIGN CLICK IMAGE
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