Targeting Millennials: Amana

The rush is on to win over Gen Y. According to Mediapost, 6.18.08, Whirlpool is giving its tired Amana brand new life by targeting Millennials. Research revealed there is a 'gap' in the market -- surprise -- as no other appliance brand is providing 'top design' for 'less than top dollar'. Taking a page out of the affordable design experts, Target and Ikea, Amana's new mantra is, 'Affordable Design'.

So far we give Whirlpool an 'A' for strategy but 'C 'for execution. On the Amana web site, the affordable part is clear, but where is the design? It will take more than Thom Filicia videos, a hip voice and a refrigerator with a dry erase surface to make Amana the Scion, Apple or Herbal Essence of the appliance world. We'll stay tuned to see if Whirlpool can give Amana a true "millennial makeover".