Marketing Campaign Relaunches Iconic Home Warranty Brand
03 April 2024 - 12:00AM
Business Wire
New American Home Shield Campaign features
Comedian Rachel Dratch
Frontdoor, Inc. (NASDAQ: FTDR), the parent company of American
Home Shield, the nation’s leading provider of home service
warranties, announced a new national marketing campaign that began
yesterday.
The multi-channel national campaign has a new tagline – “Don’t
Worry. Be Warranty.” – a new brand character – Warrantina, played
by Dratch – and a new website and brand visual identity.
“Our campaign is all about showing consumers the value of having
a home warranty plan. Many don’t understand how a home warranty can
protect them financially against the inevitable failure of their
appliances or systems like an air conditioning unit,” said Kathy
Collins, Frontdoor’s chief revenue officer who also oversees
marketing. “We are launching with a new look and feel, and with
Rachel, we have someone who is funny, relatable and will bring to
life the value of helping consumers protect their most valuable
asset – their homes.”
In the ads, American Home Shield’s new brand voice comes to life
through “Warrantina,” the brand character played by, and created in
partnership with, Dratch.
“When you think of home warranties, you probably don’t think
comedy. I like trying to make anything funny, so it was an
irresistible opportunity to collaborate on creating this fun
character of Warrantina - an unexpected heroine of sorts! “ Dratch
said. “The character is a bit new age, a bit mystical and
definitely a little off! She can feel the future because she’s so
in touch and can sense the positive energy that comes with being
covered by a home warranty. I love that American Home Shield was
willing to have a sense of humor around home warranties, and the
finished product feels more like a comedy sketch to me than an ad.
But of course I also learned about home warranties along the way!”
she said.
Frontdoor partnered with its creative agency of record, Fallon,
to develop the campaign. The ads were shot on location in Los
Angeles in February.
“Creating a character from scratch with the celebrity talent who
will play her is so rare in advertising. And Warrantina feels
equally once-in-a-lifetime. She’s quirky, fun-loving, questionably
mystical, and overly passionate about warranties. We wanted to
embody the notion of making warranty a mindset with ‘Don’t Worry.
Be Warranty.’ Rachel, as Warrantina, does that. She’s the perfect
combination of advertising and sketch comedy and custom fit for
American Home Shield,” said Emily Swenson, creative director at
Fallon.
In addition to the new spots and tagline, the brand refresh
includes a revitalized visual identity (logo, type, art direction,
etc). Across all aspects of the launch, the goal is to help people
think about warranties in a new, more positive way, and to maybe
have a laugh along the way. The updated visual identity is a nod to
the brand's history, where the look and feel was inspired by
vintage meets modern aesthetics.
Chemistry, which serves as Frontdoor’s media, digital and social
agency of record, helped create the new American Home Shield
website at www.ahs.com.
Additionally, Collins said the brand has partnered with World
Wrestling Entertainment to launch the campaign.
“Partnering with WWE allows us to introduce American Home Shield
and the value of a home warranty to their very large and passionate
fan base,” she said.
The campaign launches April 1 across broadcast, digital, and
social media channels.
New Jersey Residents: The product being offered is a service
contract and is separate and distinct from any product or service
warranty which may be provided by the home builder or
manufacturer.
About Frontdoor
Frontdoor is reimagining how homeowners maintain and repair
their most valuable asset - their home. As the parent company of
two leading brands, we bring over 50 years of experience in
providing our members with comprehensive options to protect their
homes from costly and unexpected breakdowns through our extensive
network of pre-qualified professional contractors. American Home
Shield, the category leader in home service plans with
approximately two million members, gives homeowners budget
protection and convenience, covering up to 23 essential home
systems and appliances. Frontdoor is a cutting edge, one-stop-app
for home repair and maintenance. Enabled by our Streem technology,
the app empowers homeowners by connecting them in real time through
video chat with pre-qualified experts to diagnose and solve their
problems. The Frontdoor app also offers homeowners a range of other
benefits including DIY tips, discounts and more. For more
information about American Home Shield and Frontdoor, please visit
frontdoorhome.com (soon to be frontdoor.com).
Forward-Looking Statements
This news release contains forward-looking statements within the
meaning of the Private Securities Litigation Reform Act of 1995.
These forward-looking statements are based on management's current
expectations and beliefs, as well as a number of assumptions
concerning future events. These statements are subject to risks,
uncertainties, assumptions, and other important factors. Readers
are cautioned not to put undue reliance on such forward-looking
statements, because actual results may vary materially from those
expressed or implied. The reports filed by Frontdoor pursuant to
United States securities laws contain discussions of these risks
and uncertainties. Frontdoor assumes no obligation to, and
expressly disclaims any obligation to, update or revise any
forward-looking statements, whether as a result of new information,
future events or otherwise. Readers are advised to review
Frontdoor's filings with the United States Securities and Exchange
Commission (which are available on the SEC's EDGAR database at
www.sec.gov and via Frontdoor’s
website at investors.frontdoorhome.com).
FTDR-company
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version on businesswire.com: https://www.businesswire.com/news/home/20240402612258/en/
Media: Tom Collins 816.500.0336 mediacenter@frontdoor.com
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