GE’s ‘Reimagining’ Is All About the Consumer
The $1 billion investment that GE Appliances recently made to revitalize its manufacturing capabilities has created 3,000 U.S. jobs and paid for American plant expansions. But the money has also funded extensive consumer research and product design overhauls that GE is touting in its Reimagining Home campaign, running through mid-November.
The Campaign focuses on three kitchen appliances featuring unique technologies, such as three-ring gas range burners, a sensor-triggered auto-fill function on its French door refrigerators, and a 102-water-jet dishwasher design that eliminates the need to rinse dishes before loading them. A full-bore campaign, including five TV spots, accompanies the rollouts.
“A 30-second launch spot features all three products and shows how we put the voice of the consumer first and have embraced their role in developing products,” said Tim Matis, advertising director for GE Appliances. “It asks, ‘If your kitchen could study you, what would it learn?’”