By Shivaun Hales
Kenwood is aiming to make kitchen appliances fashionable and exciting with the colourful new kMix range, officially unveiled in Sydney on Wednesday night.
Kenwood and De’Longhi general manager Tom Mitchell said the company is committed to changing the common view that toasters and kettles are “boring” appliances.
“We wanted to take the traditional toaster and kettle and turn it into a stiletto,” said Mitchell.
“It’s a very hard thing to do but this is our first part of the journey to link fashion with technology,” he added.
Kenwood is differentiating itself from other small appliance brands with this unique fashion element engrained in the sleek retro inspired range.
The company has also adopted a unique way to connect with consumers, with the launch of the kMix boutique microsite and dedicated Facebook page.
Kenwood created a series of eight videos (see below) representing each of the colours in the kMix range, with every colour representing a different personality. For example, Passion Pink describes someone fun, exciting and playful, while Sun Kissed Yellow represents someone vibrant, optimistic and happy.
Consumers are invited to visit the kMix website to take part in a simple quiz that determines individual “colour personalities.” Those that upload a photo reflecting their colour personality will have the chance to win a product from the range.
Mitchell is encouraging retailers to focus on the emotional link to colour and the interactive social media campaign as a way to generate sales.
He said he would like to see a change in retailer positioning away from price.
“If you have an iPad or tablet in-store, get them out and start engaging with the consumer and stop talking about the price,” said Mitchell.
Kenwood is aiming to see 30,000 photos uploaded to its Facebook page, with the number recently reaching 1,500.
