Electrolux Brings Kelly Ripa-appeal to Show Floor

The best way to get marketing messages to stick is through multiple touches that reiterate a consistent message. Electrolux leveraged these best practices to the max by translating its media campaign—which features spokesperson, high-energy über-mom and talk show host Kelly Ripa—into a multi-sensory experience for attendees at KBIS.

The media campaign launched with a commercial centering on Ripa’s friend, the “cupcake queen,” using her Electrolux oven to bake dozens of cupcakes. At KBIS, Electrolux brought the theme to life—starting by wrapping the perimeter walls with a repeating super graphic of Ripa surrounded by cupcakes.

Inside the exhibit, visitors walked over a circular glass floor showcasing dozens of brightly frosted cupcakes. Professional chefs baked hundreds more cupcakes in Electrolux double wallovens in the booth, distributing over 5,000 cupcakes and sending enticing aromas wafting through the air. But there was an important catch—exhibit visitors had to remove the cupcakes from the Electrolux ovens themselves, ensuring they experienced Electrolux’s Luxury-Glide™ oven racks and Luxury-Close™ doors firsthand. Attendees literally “ate up” the experience as they discovered how easy it is to achieve perfect baking results with Electrolux.

The Electrolux Experience wasn’t limited to baking. Attendees helped themselves to bottled water from Electrolux refrigerators and ice cream from Electrolux freezers, experiencing Electrolux’s Luxury- Design™ Lighting and generous storage capacity. Live cooking demonstrations on Electrolux induction cooktops resulted in more sampling opportunities.

Electrolux’s “entertaining” theme was further reinforced by a large backlit fabric cone—shaped like a wine glass—surrounded by a tower of wine bottles. Overhead, sparkling wine glasses dangled from custom light fixtures and drew attendees to Electrolux’s Wine Coolers.

The tasty exhibit was designed, fabricated and managed onsite (including overseeing the baking and cupcake distribution) by Czarnowski.