Having conquered (or at least established a serious foothold) in living rooms and entertainment centers around the country, Samsung Electronics is aiming to take over the kitchen next.
The electronics company is launching its largest integrated marketing campaign touting its refrigerators, dishwashers, washing machines and other home appliances.
The six new television ads showcase Samsung’s premium Chef Collection line. Each spot begins with a foreign-looking title card and are accompanied by a French-accented voiceover. One ad for the company’s four-door refrigerator, shows off an egg (or “L’Ouef”), “so delicate, so fragile,” and how it can be damaged by too much heat or cold. “A chef must protect the egg, keep its temperature consistent, so that it may realize its full potential … as an omelette.” Another spot tells the story of a ceramic crock, covered in baked on cheese, cleaned to sparkling new after a run in Samsung’s dishwasher.
The television ads will be supported by print ads featuring Samsung’s dishwashers, washing machines and upright and canister vacuums, running in titles such as Better Homes & Gardens, Good Housekeeping, Real Simple and USA Today. Samsung will also run digital advertising for its Chef Collection and a Facebook social campaign.
Samsung has also established a pop-up store of sorts in New York, the Samsung Living Atelier, where consumers will have the opportunity to participate in interactive workshops and try out the appliances. The Living Atelier will only be open for five days.
“We are spotlighting new product heroes in the refrigeration, cooking, dish and laundry categories, with an emphasis on our new Samsung Chef Collection line,” said Kevin Dexter, senior vice president of home appliances, Samsung Electronics America, in a statement. “The creative is both sophisticated and light-hearted, showing how our unique category innovations and industry-leading technology allow consumers to pursue their passions.”