John Lewis launched its new electricals guarantee earlier this month, becoming the first UK retailer to offer minimum two-year cover against mechanical breakdown for any goods bought after 10 October. The move brings the retailer into line with the rest of Europe, where two-year guarantees are standard at no extra cost.
Ads to push the guarantee use the strapline “Guaranteed for longer” and show a series of electrical items, including hairdryers, computers, coffee machines and phones, in the shape of the number two. The campaign will run online, in print, on radio and outdoors.
At the time, John Lewis said the move was aimed at “clearing up consumer confusion” around guarantees.
The ads are also part of John Lewis’ “Never Knowingly Undersold” branding, which promises the firm won’t be beaten on “quality, price and service”.
Lorna Brown, head of marketing for home and electricals at John Lewis, says: “Our marketing strategy across multiple touch points is designed to create mass awareness of the new guarantee offer and drive consideraton of John Lewis as a leading electricals retailer in the UK. The ky is to help combat customer confusion around guarantees, which can often by complex and difficult to understand, and reinforce the message that we are the first retailer to launch a miniumum two-year guarantee on all its electrical products at no extra cost.”