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WHITE GOODS

BELLING

Starting in October and targeted at women in the 30-50 age group, Belling's new consumer advertising campaign represents an 80% increase in insertions over last year and 50% higher spend.

The campaign is set to reach almost 3.5 million consumers and will be made up of full page ads that which will appear in home interest magazines, such as BBC Good Food, Good Housekeeping and Ideal Home. The main focus will be on range cookers and built-in ovens.

Nick Sykes, marketing manager at Belling, commented: "We [Belling] have done extensive research in the build-up to this campaign which has shown that Belling is indeed a household name with around 60% brand awareness.

"This campaign will demonstarte the stylish products Belling is producing and drive consumers to the retailer through our call centres."

Belling also has advertorials scheduled to appear in Marks & Spencer Magazine and Observer Food Monthly during November.

BREVILLE

Radio and small screen are Breville's chosen forms of media for spreading awareness of its recently launched Lightning kettle.

The company has set aside 1 million [pounds sterling] for its TV Christmas advertising campaign with which it aims to reach 60% of the adult population through ads appearing during programmes such as Coronation Street, Emmerdale, You've Been Framed and The Bill. The radio campaign is timed to conincide with the TV advertising.

Said Sue Sharp, head of marketing at Pulse: "Part of the process in bringing Lightning to the market has included in-depth consumer research, which showed that consumers would choose Lightning ahead of all the leading competitive products in the market.

"Worth mentioning is that this was based purely on design terms and before the consumers understood Lightning's innovative features."

DE'LONGHI

De'Longhi is set to spend the biggest ever media budget on coffee makers ever with a TV advertising campaign worth 1.75 million [pounds sterling].

Breaking on November 18, De'Longhi has booked a series of 10- and 30-second ads to appear on national prime time ITV and Channel 4 during weekends over the Christmas period.

The maker's BCO260, a 15-bar pump combination filter/espresso machine, will form the focus of the campaign.

Retailers are invited to tap into the maker's marketing support which includes p-o-s, brochures and a consumer guide to coffee.

Nicky Boggis, product manager for small appliances at De'Longhi, commented: "We've extended our coffee maker range over recent months with the launch of many new coffee products, including pump and steam machines plus retro percolators and grinders to complete the story.

"We're delighted to now provide retailers with the UK's most comprehensive range, supported by the biggest advertising campaign for coffee makers in history."

GE

Incentives for shifting GE refrigerators should be high this selling season as the maker is offering 50 [pounds sterling] worth of Marks & Spencer gift vouchers to every retailer, specialist, interior designer and architect each time they sell an appliance.

Every single sale (excluding the GSG20 and PSG22 models) received between September 25 and November 30 will qualify for the offer. This offer, says GE, is a way of thanking customers and helping to boost sales in this busy period.

HOOVER

Hoover is offering a free cylinder cleaner worth 69.99 [pounds sterling] to purchasers of one of its recently launched upright cleaners.

Consumers that buy the new Hurricane Extra between the launch date and December 22 will be entitled to free Hoover Arianne T2505. In-store p-o-s material is available to retailers.

Joe Grech, group marketing director at the Hoover Candy Group, commented: "Our research showed that many people are buying an upright and a cylinder vacuum cleaner--often keeping the cylinder upstairs to save time and effort.

"By offering a promotion whereby thay can have a free cylinder cleaner with a top of the range upright, they are offered even better value for money."

HOTPOINT

As a consumer incentive Hotpoint is offering up to three packs of Persil Aloe Vera free with any one of its Aquarius or Ultima washing machines or washer dryers.

And for dishwashers, tile maker is offering two packs of detergent Glist 3-in-1 with every purchase. These offers are running until November 30, 2002.

The maker has also introduced p-o-s material to support its new washer Fast Wash feature and a pocket-size brochure that emphasises the features of the three ranges of Hotpoint home laundry. Information on Hotpoint's advertising opportunities can be found at www.gdainfosite.com.

MAYTAG

The Neptune laundry promotion from Maytag is sure to grab consumers' attention as it involves a free trip to the US.

Running until December 31, purchasers of a Maytag's 8kg Neptune washer will have the chance to enter a draw to win a five-day luxury holiday that takes in the Grand Canyon, Las Vegas, the best eateries and limousines. The theme of the trip, FAST and VAST, is said to mirror the benefits of the Neptune washer.

Maytag is supporting this promotion with animated and colourful p-o-s material including show cards, posters and claim forms.

MIELE

Miele is offering retailers the chance to boost pre-Christmas dishwasher sales with its Dalia cutlery promotion.

Every consumer that purchases a Miele freestanding or built-in SC Plus dishwasher with the unique cutlery tray between September 1 and November 30 will be offered a 24-piece set of stainless steel cutlery from the Dalia England range, worth 99 [pounds sterling].

The promotion aims to increase awareness of the benefits of the Miele cutlery tray, which frees up valuable space for crockery in the bottom basket of the dishwasher.

Miele is supporting it with in-store p-o-s material and a national print advertising campaign. Said Chris Kaese, product manager at Miele: "Pre-christmas is always a good time to boost dishwasher sales and with the support that this promotion gives, retailers should be able to persuade consumers to trade up to Miele. The Dalia promotion is an easy to redeem, tried and tested formula that has been extremely successful in the past and gives the consumer a real benefit."

PHILIPS

Shaving, beauty, food preparation and ironing products will all be promoted by Philips on TV and in the consumer press in the run-up to Christmas.

Selected ranges will also be offered with free gifts or subject to money-off promotions.

In shaving, the maker is supporting its latest piece de resistance, the Cool Skin. Ads for this will appear in men's interest magazines and on the Extreme TV Channel, Channel Five and Sky Sports.

Similarly, for beauty Philips\will focus on skincare, haircare and hair removal products, placing ads in leading women's magazines and giving money-off promotions on selected ranges.

As well as a heavy presence at the imminent BBC Good Food Show at the NEC where chef Tony Tobin will be demonstrating the Essence range, Philips will be advertising these products in the consumer press.

Consumers will also be invited to take advantage of an on-pack competition on the Essence Smart blender, food processor and 3-in-1 kitchen machine, with the opportunity to win a gourmet dinner at Mr Tobin's restaurant. Purchasers of the Smart processors will also be able to claim a free set of Smart kitchen scales.

And, Philips has promised money-off promotions througout its range of irons and ironing systems and is offering a Brabantia ironing board for free (5 [pounds sterling] p&p) with each ProVapor steam generator sold.

POLTI

Polti has dedicated 500,000 [pounds sterling] to a three-week pre-Christmas TV ad campaign pushing its steam cleaners and steam generator irons.

Kicking off on October 16 and appearing on GMTV and Channel 4, the campaign will focus on the Vaporetto steam cleaner range and the Vaporella generator irons.

Polti is also organising a p-o-s consumer promotion which will allow consumers to claim a free handheld steam cleaner via a redemption leaflet.

SIEMENS

Siemens has extended five of its most popular consumer promotions until December 31.

Its Perfect Partners promotions encompass two cashback offers, one for refrigeration and the other for laundry appliances. Consumers can receive up to 100 [pounds sterling] cashback depending on the models chosen.

Two other offers entitle purchasers of either a Siemens dishwasher or washer to return their appliance within 28 days to the dealer if they are not satisifed with its performance. Siemens will refund the purchase price.

And the fifth promotion applies to the Avantgarde range of graphite appliances. Up to 100 [pounds sterling] cashback is promised when any three matching applaices from this range are bought together.

WHIRLPOOL

A trip to Iceland is up for grabs to independents that sell selected Whirlpool products as well as trade cash incentives.