CUISINART MOVES BACK TO TV WITH $8 MIL CAMPAIGN FOR FALL: HAMILTON BEACH HOPES TO HIKE AD SPENDING

By Published on .

Most Popular
Cuisinart will return to TV advertising this year as consumer interest in upscale kitchen equipment rebounds.

"People are interested in cachet names, and they're willing to pay more to get more," said John Young, marketing manager for the maker of high-end food processors, blenders, toasters and coffeemakers.

New TV spots will break this fall, handled in-house, in a TV and print campaign estimated at $5 million to $8 million.

NEW TEA STEEPER

Cuisinart unveiled several new products at the National Housewares Manufacturers Association's 100th annual Housewares Show in Chicago earlier this month. Its most popular new items, aimed at younger consumers with upscale tastes, included a new electronic Perfect Tea Steeper for $59.99 and the $149 Grind & Brew coffeemaker.

No. 1 kitchen-appliance marketer Hamilton Beach expects to increase its advertising budget this year, following record sales thanks to its own return to TV last fall via new agency DDB Needham Worldwide, Chicago.

The company said sales surged last year following the repositioning of Hamilton Beach as an upscale brand vs. the company's lower-end sister brand, Proctor-Silex.

SPENDING MAY RISE 20%

Hamilton Beach hopes to up spending by as much as 20% to more than $5 million, adding more broadcast and print spending during the third and fourth quarters, said a spokeswoman.

Sales of Hamilton Beach's Classic DrinkMaster line of upscale drink and shake mixers have tripled in the last two years, helped by high-end products sold exclusively to novelty retailer Hammacher, Schlemmer & Co.

Rubbermaid also revealed plans to break a new global ad campaign next month via Meldrum & Few-smith, Cleveland, themed "Ideas that last."

A print campaign accompanies several 30-second spots, with an in-store promotion offering a "1,001 Solutions" booklet to consumers.

In this article: