Samsung’s whitegoods marketing takes a dark turn

By Patrick Avenell

SYDNEY, NSW: Samsung has taken its aggressive 2010 whitegoods agenda to a dark new frontier, offering three of its appliances in a new black styling.

Although its black microwave is not particularly groundbreaking, its new black Space refrigerator and black washer/dryer are sufficient inverses of the whitegoods tag.

The new range is being supported throughout April by a competition linked to Samsung’s sponsorship of the Essendon Football Club. Samsung is giving away one set of its new Blackgoods to a single lucky consumer who signs up to receive a monthly newsletter via the Bombers’ official website.

Although this is not strictly encouraged, devotees of the Windy Hill club can add a splash of red paint to create an emotional attachment to the appliances.

The major prize is valued at $6,300. The entry form can be found by clicking here. Entries close on Friday 23 April 2010.

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