• The new ‘good things, for life’ tagline is designed to bring the company’s legacy into the present in a meaningful, refreshing way.
  • National ad campaign taps into humorous real-life situations and highlights how appliances can provide lifehacks for the everyday household.

LOUISVILLE, Ky.May 22, 2017A year since it was acquired by Qingdao Haier Co., Ltd. (“Haier”), GE Appliances is rolling out its first significant branding efforts—a new product tagline, “good things, for life,” and a new national ad campaign that features humorous lifehacks using its appliances’ connected capabilities. A nod to the company’s past and a look toward the future, the “good things, for life” tagline will appear in three national TV spots, the first of which premiered during the Billboard Music Awards on May 21.

"good things, for life."
The new ‘good things, for life’ tagline is designed to bring the company’s legacy into the present in a meaningful, refreshing way.

“We’ve been perceived as a trusted brand for decades, but we need to continue to stay relevant and top of mind with shoppers,” said GE Appliances Chief Marketing Officer Rick Hasselbeck. “We believe people will connect with the refreshingly honest, real-life humor in the campaign, because, let’s face it, real life is funny.”

From a mother who is trying to pick up a baby bottle with her elbows because her hands are covered in food, to a woman catching her husband using a salad fork as a backscratcher, the three national TV spots, developed by BBDO, tap into real-life situations owners come across and the solutions, or lifehacks, appliances can provide. Viewers will also see technology featured prominently throughout the campaign, including owners controlling their appliances by voice commands and the Amazon Echo.

“Even though these spots are humorous in nature, we wanted to reinforce our leadership position in the area of technology,” said Hasselbeck. “It’s on us to continue to make innovative products that stand the test of time and help people in their everyday lives. We take the ‘good things, for life’ tagline to heart and, much like our products, it’s one we want to endure for years to come.”

The media buy for the new campaign will air during live television shows, including the finale of “The Voice,” the premiere of “The Bachelorette” and “Dancing with the Stars.”

About GE Appliances
GE Appliances, a Haier company, makes moments that matter for our owners through our passion for making great appliances and providing unparalleled services. Owners have more choices than ever before under the Hotpoint, GE®, Haier, GE Café™, GE Profile™ and Monogram® brands. Our products include refrigerators, freezers, cooking products, dishwashers, washers, dryers, air conditioners and water filtration systems. For more information visit www.geappliances.com/our-company.