Case Studies

Converting fans to raving enthusiasts

Historically, Jenn-Air, a division of Whirlpool Corporation, had been known as a leader in the category of premium brand appliances. For the 2009 Kitchen and Bath Industry Show (KBIS), they needed not only to re-establish the brand but also take a huge leap forward and introduce their completely re-engineered and re-designed portfolio as a game-changing super-premium brand. They looked to Star to create an experience that would 1) communicate their powerful new brand presence, 2) celebrate their four unique styles of kitchen products, and 3) create enough excitement on the show floor that there would be no overlooking this super-premium industry player.

The resulting exhibit space was sleek and sophisticated. Within the elegant wrapper were four beautiful kitchens featuring           Jenn-Air’s suites of products. The space functioned both as an exceptional design showcase and a high-end entertainment space. The design audience was invited to meet, enjoy, and learn from renowned designers and chefs including KBIS Hall of Fame designer Fu-Tung Cheng, Ted Allen, Emmy Award-winning Food Network host and Executive Chef Chris Covelli. Hands-on opportunities allowed guests to interact with yet-to-be-released products. A live cooking demonstration featured new oven features and filled the exhibit with wonderful aromas.

The Jenn-Air launch captured national attention including HGTV’S “Kitchen and Bath 2009,” and resulted in a significant number of actionable sales leads. A survey of nearly 300 kitchen designers attending KBIS found that almost 75% of respondents said their overall impression of Jenn-Air improved, with more than 70% saying they would “frequently/occasionally” recommend or use Jenn-Air in the future.