“We’ve been perceived as a trusted brand for decades, but we need to continue to stay relevant and top of mind with shoppers,” explained Rick Hasselbeck, chief marketing officer. GE, the global conglomerate, sold its appliance unit to Qingdao Haier last year for $5.6 billion. The tagline is a variation of the vendor’s old catchphrase “We bring good things to life” under its previous corporate parent. The commercials, three in all, also introduced a new branding tagline of “Good things, for life,” designed to “bring the company’s legacy into the present in a meaningful, refreshing way,” the majap manufacturer said.
GE has begun touting its smart appliances’ Alexa connection in a pair of new TV spots that began airing last Sunday during ABC’s “Billboard Music Awards” show.
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