Thursday, 5 May 2011

Supermodel fronts Franke ad campaign

Marketing communications manager
Massimo Vismera
Celebrating its Centennial anniversary, Franke has invested in its most expensive press advertising campaign, to date, fronted by supermodel Heidi Klum.
The aim of the multi-million pound campaign, said to be in double digits, is to move Franke from a product driven brand to an aspirational lifestyle brand.
It has been designed to appeal to consumers, architects and kitchen designers and will be used throughout the world. However, visuals of the campaign have been embargoed until June 1.
CEO Franke Kitchens Systems group, Torsten Tuerling commented: “As a globally recognisable face, Heidi Klum embodies the aesthetic and hardworking qualities of our products and systems and is someone who is instantly associated with good taste and effortless elegance.”
He continued: “As the kitchen sink itself has been transformed from a simple household article into a lifestyle addition, our campaigns have evolved from product to an aspirational lifestyle focus that engages with our customers on a more emotional level beyond functionality. We want to win minds and hearts for Franke”.
It is expected that the campaign will help Franke achieve its plan of reaching 10million pieces in sales for sinks, from its current base of 6million and in the long-term selling as many taps as sinks. 

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