Sears Spotlights Kenmore Rebrand With Experiential Effort
Published 3/17/2010
Author: Piet Levy
Summary
Faced with troubled times, Sears Holding Corp. is making some experimental moves with its brand portfolio. Along with expanding the distribution of its Craftsman and DieHard brands beyond Sears and Kmart stores—as Marketing News Exclusives reported earlier this month— Sears is giving its Kenmore brand a new, more youthful look, complete with a flashy pop-up studio in Chicago to display the fruits of its labor.
Following an introduction to the Kenmore rebranding effort through TV spots and a revamped Web page, Hoffman Estates, Ill.-based Sears unveiled an ongoing experiential, marketing effort March 11, which is being promoted via social media and public relations, and on Kenmore’s Web sites. Dubbed Kenmore Live Studio, the experiential effort features a downtown Chicago showroom that hosts cooking demonstrations from hot Chicago chefs, a recurring comedy revue dubbed “Dirty Laundry,” and product displays of new Kenmore cooking and cleaning appliances. Kenmore’s Facebook fans can watch the action online and comment on events happening inside the showroom.
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