Hamilton Beach Bows First Ads Since '09
Appliance maker Hamilton Beach is launching three new household products -- a new line of irons, a new coffeemaker, and an updated cooker -- with a new ad campaign comprising three TV commercials.
The effort, via Darling Agency, New York, is the Richmond, Va. company's first new advertising in two years. It is set to break pre-Christmas.
The ads are visually focused on the products, but hint at their place in the daily life of families by putting them in situ. The ad for the slow cooker puts the device in the back of a vehicle, surrounded by rackets, soccer balls and gear for a picnic. Voiceover says they “prepare, take, and serve.”
The spot for the Durathon iron shows the device being used through the years, a transition suggested by the hands changing from mother to daughter, by the clothes being ironed (from baby togs to graduation gown) and "Rock-a-bye-baby" played on music box, electric guitar and graduation orchestra. The ad touts the iron's 10-year guarantee.
The ad for the single-serve coffeemaker commercial uses 12 rapid characters sketches, as illustrated by 12 types of coffee, going into 12 different mugs. “It’s not just coffee. It’s personal,” V/O says. All are tagged “Good Thinking.”
The NACCO (North American Coal Corp.) Industries subsidiary, which competes with brands like Black & Decker, Salton, Cuisinart, DeLonghi, and Sunbeam, says the ads are intended to reach a wide female demographic. The TV spots, which are being fielded in 30-second and 15-second formats, will run on cable channels like the Food Network, HGTV, and Travel Channel. The effort also has digital and social media elements. Print ads are running in food and shelter magazines like Real Simple, Cooking Light, and Walmart's All You. Media buying is by Lewis Media Partners, Richmond, Va.
Also under the Hamilton Beach corporate banner are Proctor Silex, Eclectrics, Traditions, TrueAir and Hamilton Beach Commercial.
Recent Marketing Daily Articles
-
Champs Taps Westbrook For Ad Push May 17, 4:52 p.m.
When it comes to a spokesperson deal, if you’re a star athlete you don’t necessarily have ... -
Strategic Vision: Domestics Strong Showing In Quality May 17, 4:47 p.m.
For several years there's been convergence in the automotive market. No, we're not speaking of integrated ... -
Athenos Unleashes 'Cooking With Yiayia' Campaign May 17, 9:48 a.m.
Julia Child she isn’t, but Yiayia brings her own, trademark irascible appeal to a new series ... -
Gen Y's Favorites: JCPenney, Target, Walmart, Kohl's May 17, 9:07 a.m.
For all of Gen Y’s ballyhooed love of techno-shopping, it turns out retailers have little to ... -
Hanes Aims Destruction Videos At Gen Y May 16, 11:25 p.m.
In an effort to encourage Millennial men to slip into its new ComfortBlend socks, tee shirts ... -
FirstBank Expands Ad Campaign May 16, 11:11 p.m.
FirstBank is extending its TV advertising for the first time outside of its home state of ... -
Jennie-O Partners With 'Recipe Rehab' May 16, 1:07 p.m.
Jennie-O products are being featured in integrations in the popular “Recipe Rehab” show, and in a ... -
2 Audiences, 2 Approaches For Samsung Monitors May 16, 12:27 p.m.
When we get consumers to shell out money for high-end computer monitors, it’s important to give ... -
Meaty: Whole Foods, Smithfield Talk Healthier Hogs May 16, 6:24 a.m.
Looks like meat marketing is stepping center stage. Whole Foods Markets, in celebration of Animal Welfare ... -
Hyundai Says Everything's Gonna Be All Right May 15, 11:40 p.m.
Every little thing gonna be all right. Especially if you have car trouble. Hyundai Motor America ...
Be the first to comment on "Hamilton Beach Bows First Ads Since '09 "
Leave a Comment