In a pretty radical shift from its more conservative images of old, Whirlpool’s JennAir brand unleashed a new brand campaign Friday calling their new Bound By Nothing campaign “a creative mission rooted in deep consumer luxury category insights.” They also modernized their logo for the JennAir brand going forward.
JennAir says that according to Ipsos, 81-percent of modern ultra affluent luxury consumers believe the definition of luxury is rapidly changing. That change is underscored by a recent Deloitte luxury consumer goods research study, suggesting that 45-percent of luxury consumers are asking for personalized products and services, rather than carbon copies of conventional luxury. Thus, JennAir, a brand rooted in progress, has set forth a limitless new vision of luxury under the Bound By Nothing creative platform.
The team at JennAir tells us Bound By Nothing signals a complete brand overhaul, and “serves as a mission to reinvigorate luxury audiences, tear down stale conventions, slash through conformity and usher in a new era of luxury standards.” With significant new product offerings across two new design expressions, three exclusive statement pieces and a notably elevated brand identity, JennAir is breathing new life into the very meaning of luxury.
Joe Liotine is President of Whirlpool’s North America Region. He says, “JennAir is driving both the luxury appliance category and Whirlpool Corporation forward with provocative design, masterful execution and exceptional performance that unapologetically challenges convention.” He adds, “This is evident in the unmistakable edge found in every detail of JennAir’s disruptive design, distinct craftsmanship, impeccable performance, and frictionless connectivity.”
Tapping modern luxury consumer research, the brand saw a white space in the premium appliance category. Data across segmentation, behavioral studies and macro trend analyses revealed the luxury audience is actually an emerging growth consumer – a new audience within a seemingly established category – drawn to strong leadership behaviors such as courage, distinctiveness, calculated risk taking and most importantly, the idea of progress. Leaving the one-size-fits-all notion of luxury symbols behind, Bound By Nothing speaks directly to this elevated mindset, leveraging the insight that common experiences are simply not good enough.
John Hall is Marketing Director for JennAir. He says, “The luxury category has been resting on its laurels with specific features and dated symbols as predetermined markers of success for the wealthy consumer.” Hall adds, “We know the modern luxury consumer recognizes that their wealth gives them freedom to choose what they really want based on primal desires and what makes them truly happy: unique design, experiences, personalization, customization and digital progress.”
Whirlpool Corporation’s deep commitment to the JennAir brand comes to life through both brand and product leadership as JennAir unleashes the power of its Bound By Nothing brand campaign. The multi-million dollar campaign and unveiling of more than 70 new products marks the most significant investment in the JennAir brand since its acquisition by Whirlpool Corporation in 2006 as its super-premium offering within the portfolio.
The brand transformation represents freedom from conformity and more importantly, progress across inspiration, personal expression and confidence. This will come to life across national print, digital and out-of-home advertising, an emboldened new brand wordmark and brand website, influencer engagement, online video, social channels and earned media efforts, customer relations management (CRM), and showroom transformations, elevated immersions and training, disruptive activations and events that push past expectations and of course, in every design and performance detail of the JennAir product offerings.
As the Bound By Nothing revolution takes place in kitchens in late 2018, JennAir will give designers and urban tastemakers the power to transform kitchen design, encouraging them to break from common experiences and parity. Across the RISE and NOIR design expressions, consumers and designers will find the aesthetic edge they prefer. A digital platform cuts across the suite of products and design expressions to deliver distinctive, uncompromised performance and service. Finally, three statement pieces were revealed to a select group of designers and tastemakers at UNBOUND, the exclusive invite-only JennAir event in New York City, showcasing hand-curated artistry that heralds the brand’s rise from the ashes of convention to deliver what the new modern luxury audience craves.
JennAir’s Hall says, “This campaign represents the grit and hard work of today’s modern luxury. The revived JennAir brand and the Bound By Nothing campaign reflect what the research showed us – the luxury market is a fresh segment that continues to evolve in an otherwise stagnant category.”
Unveiled at the Architectural Digest Design Show (ADDS) in New York City, the Bound By Nothing campaign champions a new day as JennAir boldly issues a siren call to join a luxury appliance revolution.
You can learn more at JennAir.com, @JennAir on Instagram and Twitter, Facebook.com/JennAir, and YouTube.com/JennAir.
Here’s a link to the new campaign introduction video:
