Amana Rebrand
[Strategy, 2023]
Amana plays in a highly competitive opening price point, value-oriented landscape. Despite a significant spend difference, Amana has kept pace with both the big players and the smaller, emerging brands. Although, Amana was neither. Awareness and Preference were at record lows as they struggled to find a space to play post-pandemic. Given the fact that industry prices increased and post-pandemic availability tightened, Millenials were prompted to give value brands a closer look. We used that to our advantage. Cultural conversation and social audits hinted at a key skepticism in Milennial opinions of value brands - they’re not just cheap, they’re CHEAP. So, we decided to tackle that stigma by creating and committing to a foundational equation:
Value = Quality + Affordability
Now, when people take a closer look at Amana, they’re seeing value redefined as the combination of quality products at affordable prices. Doubling down on this approach, we paid homage to the brand’s birthplace of Amana, Iowa, a small town known best for it’s hardworking and resilient community, allowing us to adopt a straightforward, no-nonsense tone to communicate our new approach.
The Amana® tone now reflects their appliances: it’s hardy, honest and unapologetic in its own simplicity. It can be conversational and witty but at its core the Amana® voice takes pride in celebrating frugality and simplicity above all else. It’s Unapologetically Uncomplicated. For our people, Amana is Just Right. We took this rebrand on a road tour, targeting 5 key markets with a mix of OLV, OOH, social and retail messages.
Within just 3 months Millenial awareness in our test markets had jumped over 10%.