The Thermador Web Experience, an interactive cooking website,
launches today as a centerpiece of the brand’s revitalization campaign
HUNTINGTON BEACH, Calif. (Jan. 11, 2011) — Thermador is inviting the entire country to its dinner party. No RSVP required.
Setting itself apart from the traditional humdrum of appliance marketing, luxury-kitchen-appliance brand Thermador (http://www.thermador.com) today launches what’s been whispered as the “Thermador Virtual Dinner,” an immersive cooking and product demonstration website that’s not only unique, but the first of its kind among major appliance brands.
Officially named the Thermador Web Experience, the site is the centerpiece of Thermador’s largest marketing campaign in its history, which formally kicks off this month and follows the new theme, “Real Innovations for Real Cooks.” Seeking to re-establish itself as the ultimate luxury cooking brand, Thermador’s bold new brand positioning and integrated marketing communications program targets the “culinary enthusiast,” or those most passionate about cooking and entertaining at home.
“The concept behind the Thermador Web Experience stemmed from our Gallery & Training Center in Scottsdale, Ariz., where throughout the year we invite employees, dealers, designers, builders, culinary enthusiasts and media out to experience the latest Thermador kitchen innovations at our showcase facility,” said Zach Elkin, director of the Thermador brand. “We wanted to bottle that experience and make it available to everyone. The immersive aspect of the new site makes it seem like you’re actually at the dinner party, conversing with the host, learning recipes, and at the same time, gleaning knowledge of our appliances.”
Created by Orange County, Calif.-based DGWB Advertising & Communications, the Thermador Web Experience, hosted at http://www.thermador.com/experience or linked directly from Thermador’s homepage, takes users into an interactive culinary world that highlights the brand’s Masterpiece® Series and Professional® Series kitchens. The home screen gives the user a choice to either enter a Manhattan-style urban loft, showcasing the sleek, classic Masterpiece Series appliances; or a Malibu-style beach house, representative of the state-of-the-art, bold Professional Series line.
Once a user chooses a kitchen of their choice, a home cook introduces himself and invites the user to click on a number of appliances within the kitchen. The cook then starts a demonstration — if a range is chosen, for instance, the cook demonstrates how to prepare a recipe such as seared sea scallops, using the Thermador appliance. The site features 12 of these video demonstrations, ranging from refrigeration, to cooktops to dishwashers and more.
In addition to the new online experience, Thermador’s revitalization incorporates a new logo accented with the Star® Burner with an updated brand line of “Real Innovations for Real Cooks,” which communicates the company’s dedication to cooking innovations that stems back to 1916. From introducing the industry’s first built-in wall oven, to taking the stainless steel kitchen mainstream, to redefining gas cooktops with the patented Star Burner, Thermador has continually defined kitchen innovations for the serious cook.
“In keeping with the innovative nature of Thermador cooking appliances, our new message to the culinary enthusiast is that the Thermador brand stands for real innovations for real cooks,” explained Elkin. “We’ve dedicated the past year to revitalizing the Thermador brand, identifying our core cooking audience and crafting our marketing messages that cater to our audience’s aesthetic value, individualism and its inner passion for cooking and entertaining at home.”
Social media is also a large component of Thermador’s revitalization campaign — as the brand looks to connect with its cooking audience on a more personal level. Thermador will continue to employ its Facebook page (http://www.facebook.com/thermador), Twitter account (@ThermadorHome), a culinary blog (http://www.thermador.com/blog), as well as partner with nationally-recognized culinary bloggers to emphasize its dedication to the cooking enthusiast.
For more on the Thermador Web Experience, follow the Twitter chatter using the hashtag #ThermadorVirtualDinner.
Thermador has been providing real innovations for real cooks for more than 75 years. The iconic line of cooking, cleaning, refrigeration and ventilation products remains committed to empowering culinary enthusiasts to be their best through continuous innovation breakthroughs – from the world’s first wall ovens and gas cooktops with the patented Star® Burner to a speedcooking oven that reduces cooking time by 50 percent.
Thermador is part of BSH Home Appliances Corporation, a fully-owned subsidiary of Bosch and Siemens Home Appliance Group, the third largest appliance manufacturer in the world. For more information, visit www.thermador.com or follow us on Facebook and Twitter at www.facebook.com/thermador and @ThermadorHome, respectively. For Thermador customer service, call 1-800-735-4328.