Sears is taking on the daunting feat of rebranding approximately 450 Kenmore appliance models. Kenmore has always been the brand that women’s grandmothers and mothers purchased and they believe now is the time to change that way of thinking. Sears’ rebranding effort will include a new television, in-store and social media campaign (Facebook, YouTube and Twitter) that aims to get the attention of the modern female. The Kenmore line of products have an advantage because their are product models for every budget, so even in these tough economic times, there are product fits for most consumers.
The revamp and relaunch is going to be targeting 20-something women, hoping that the new look and feel contemporizes the 83-year old brand. Kenmore’s core consumer is what they are dubbing the “Savvy Mom,” “someone who is true to the Kenmore spirit. She’s practical and resourceful, but she’s also someone who doesn’t feel that she should have to trade off among style, performance and price. She is someone who believes she can get it all and not make any compromises. She is also someone who sees stylish design and technology as a way to make a statement about who she is and her home. She is someone who prioritizes her role as mom and wife, but she feels younger than her mom did at that same age.”
This is going to be a huge undertaking for Sears and their 3 agencies involved (Y&R, Euro RSCG and MPG). For more information about the relaunch, including their new website features and clips of their new commercials, go to: http://www.brandweek.com/bw/content_display/news-and-features/direct/e3ie17592c1aa7a4688b39870d069abe47f?pn=1