Samsung Electronics Applies Integrated Home Appliance Slogan, 'Now Appliances My Way'

[Asia Economy Reporter Changhwan Lee] Samsung Electronics announced on the 17th that it will apply the integrated slogan "Now, Make Appliances Your Own" to its home appliances.

Last year, Samsung Electronics announced ‘Project PRISM,’ which aimed to strengthen its status as a lifestyle home appliance brand by expanding products that reflect various consumers' tastes and lifestyles. As a follow-up, the company decided to use the slogan "Now, Make Appliances Your Own" throughout its home appliance marketing.

This slogan will be widely used in various media advertisements, both online and offline stores, and product catalogs. The company explained that it will help convey the identity of Samsung home appliances to consumers more easily.

The slogan design incorporates a dot in the ‘Samsung Blue’ color, symbolizing that Samsung home appliances provide consumers with new experiences through innovation, putting an end to conventional, stereotyped appliances.

In June last year, Samsung Electronics opened the door to this change by unveiling the ‘BESPOKE’ refrigerator as the first result of Project PRISM. It is evaluated as having ushered in an era of ‘customized appliances’ that reflect the diverse tastes and lifestyles of consumers, rather than uniform products centered on suppliers.

From January to May this year, domestic sales of Samsung refrigerators increased by about 30% compared to the same period last year. The main reason is analyzed to be the steady positive response to BESPOKE, which accounts for 60% of Samsung refrigerator sales.

After the BESPOKE refrigerator, Samsung Electronics continues to transform consumers’ lifestyles with innovative products such as ‘Grande AI,’ which revolutionizes washing and drying experiences based on artificial intelligence; the premium wireless vacuum cleaner ‘Samsung Jet’ with its dedicated dust disposal system ‘Clean Station’; and ‘The Plate,’ a portable induction cooker targeting millennials who enjoy home parties.

Samsung Electronics plans to strengthen its consumer-centered home appliance strategy from product lineups to marketing, enabling consumers who purchase various products together for purposes such as weddings or moving to conveniently buy appliances tailored to their lifestyles.

Lee Kang-hyup, Executive Vice President of Samsung Electronics’ Home Appliance Business Division, said, “The number of consumers deciding on product purchases based on their tastes and lifestyles is rapidly increasing. We will continue to innovate so that consumers can express themselves and improve their quality of life through home appliances with Samsung’s differentiated technology and design.”

This content was produced with the assistance of AI translation services.