1 KENMORE.COM 2010 Floor Care Launch. 2 Floor Care Brand Ideas.

1

KENMORE.COM 2010 Floor Care Launch

2

Floor Care Brand Ideas

3

Floor Care Brand Positioning (Proposed)

Kenmore’s new line of floor care products offers powerful, durable and reliable vacuums with features that outperform the competition to provide tangible cleaning results. Through innovative design and superior functionality, customers using a Kenmore vacuum can trust that their home is well maintained and virtually free of dust, dirt and allergens offering them a healthier and cleaner lifestyle.

4

Floor Care Value Statement (Proposed)

“I have peace-of-mind knowing that I can trust my vacuum to clean my home,

where my family lives.”

5

Kenmore Floor CareConcept #1

6

Floor Care Concept #1

In this concept, we build on the trust, reliability and performance of the new Kenmore line of vacuums with a brand message that conveys the reassurance of a clean home. The tone of this message is strong, but not arrogant. It’s emotional, but also speaks to tangible results. It encapsulates the experience and equity in the Kenmore name, as well as the “it just works” benefit of the new floor care line.

7

Floor Care Concept #1 - Messaging Options

• Clean with confidence.

• Clean confidently.

• Unconditional floor care.

• Believe in clean.

•Simply Clean. (Clean & Simple)

•Effortless Clean

8

Kenmore Floor CareConcept #2

9

Floor Care Concept #2

In this concept, we take a more aggressive, head-on approach and push the edge of the Kenmore brand. Getting straight to the nitty-gritty of Kenmore's new line of vacuums, we showcase their superior and dependable performance by depicting what household dirt, dust, and allergens are up against. The tone is firm, confident, inarguable, and empowering, but also approachable with subtle word play. It adds persona and character to the Kenmore floor care brand, while making it clear that Kenmore means business when it comes to vacuums. 

10

Floor Care Concept #2 - Messaging Options

• Dirt doesn’t mess with us.

• Your dirty work. Done.

• Dust. Settled.

• Grab dust by its particles.

• Every dander has its day.

11

Creative Inspiration(Idea Starters)

12

Creative Inspiration / Idea Starter #1

In this execution, we utilize an artistic design that is clean, elegant and completely focused on product imagery. In the main ad area, there is one prominent “hero” product with the remainder of the vacuum line viewable at all times in the background.

The user experience can be developed in a number of animated variations. In its simplest form, the product images will rotate between the “hero” image and the background vacuums in a carousel format accompanied by its corresponding copy.

A more advanced experience would add additional animations specific to individual product features. Example: dirt sensor animation, EVO attachment animation, beltless drive animation, etc.

13

Creative Inspiration / Idea Starter #1

14

Creative Inspiration / Idea Starter #2

In this execution, we align closer to the current look and feel of the Kenmore television advertisements. Still remaining product focused, a selected “hero” vacuum is displayed prominently in the foreground with a contemporary, silhouetted lifestyle image in the background. This modern, clean layout provides an element of intrigue and complements the Kenmore floor care design. The user experience can be utilized in a number of different ways. With a variety of vacuums and features that can reach and clean virtually anywhere, there is an opportunity to showcase a “hot-spot” experience in an actual environment versus on the product. In its simplest form, “hot-spots” with basic text are placed in the lifestyle background image to educate consumers how different vacuum features work in certain areas of a room.

A more advanced user experience would utilize animations, imagery and video inside the “hot-spots”. There is also an opportunity to cycle through individual vacuums and have specific “hot-spots” for each

vacuum line.

15

Creative Inspiration / Idea Starter #2

16

THANK YOU