By Claire Reilly
Kenwood launched its new kMix Boutique small kitchen appliance range in Sydney last night. Guests braved the torrential rain to be greeted by a technicolour landscape of kMix-branded paint tins, pop-colour floral arrangements and huge banners showcasing Kenwood’s latest advertising creative.
Hosted by Erika Heynatz, who was suitably dressed in a bright pink dress, the event brought together representatives from Australia’s biggest retail chains who were treated to a fashion parade showcasing bright young things from Australian Fashion Week, and eight new “state of the art” video spots that Kenwood produced to promote the appliance range.
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CEO of De’Longhi Australia and Kenwood, Paolo Albertoni, said that he was sure that the range would not only be a hit on the retail floor, but would also help to increase the average selling price of small appliances.
He said that the kMix Boutique range was about selling the small appliance message in terms other than pricing, and that Kenwood was going to “change the way the industry communicates”.
Part of that communication will include the themed promotional videos – some of which certainly raised eyebrows last night – and Kenwood’s first dedicated Facebook page and a microsite. Kenwood is also pushing a colour quiz to help consumers find out their “colour personality”.
Heynatz ventured a guess that Albertoni’s personality colour was black, “Because you’re dark, mysterious and engaging.”
Albertoni’s response? “You’re absolutely right.”
The full colour fit-out, before guests arrived.
The appliances were positioned in colour blocks around the room, which certainly looked spectacular.
CEO of De'Longhi and Kenwood, Paolo Albertoni, with Erika Heynatz.
These giant appliances look normal (and there's no point of reference for scale) but each display stood at the height of an average person.