GE APPLIANCES PROVES IT IS ‘MADE FOR THIS’ SHOWCASING ITS SUPPORT OF SOCCER IN CANADA

April 5, 2022 [Toronto, ON] - Today, GE Appliances launched a new and exciting brand platform to further demonstrate their support of soccer in Canada - coming to life through new digital extensions, ad creative and a national contest.

GE Appliances’ new “Made For This” platform represents the spirit and bold tenacity of the Canadian soccer community. The creative parallels how players who represent Canada are made to handle the harshest conditions, just as GE Appliances are made to the same high standards expected by Canadian families. “Made For This” will come to life with ad creative on TSN, TVA, Sportsnet and One Soccer broadcasts. The larger campaign also includes digital extensions such as pre-roll, social amplification and digital banners - all of which will integrate product innovations that make every day better for Canadians, like the new GE UltraFresh laundry pair and the new GE Profile wall ovens.

“We’re incredibly proud to be extending our support of the beautiful game in Canada with the announcement of our new “Made For This” campaign platform. We know that Canadian soccer players are tough - ​ playing in scorching hot summers, blistering cold winters and even snow. Before any product is badged a ‘GE’ it needs to pass thousands of hours of quality testing under a myriad of different environments. We get it, and it’s what sets GE and Canada Soccer apart.” said Bob Park, Chief of Brands for GE Appliances Canada. “Our new campaign illustrates how GE Appliances, like Canadian soccer players, can handle any challenge because quite simply - we’re made for this.”

GE Appliances has also launched a national “Clean Sheet” contest on April 1, aptly timed to kick-off National Laundry Month in April. Throughout the upcoming MLS season, every time one of the Canadian MLS teams gets a ‘clean sheet - meaning they don’t let goals in - during a home match, fans will have a chance to win a GE UltraFresh laundry pair. The contest will be promoted through GE’s broadcast partners TSN and TVA during Canadian MLS games.

GE Appliances is also supporting the development of the beautiful game by donating $1,000 for every clean sheet from Canadian MLS home matches to eligible non-profit organizations that create opportunities for children and youth to participate in low-barrier, quality soccer programming.

The “Made For This” campaign platform, ad spot and digital executions were developed by FCB Canada, and Media Experts facilitated the media placements. The new “Made For This” ad spot can be viewed here, and more information on GE’s Clean Sheet contest can be found here.

About GE Appliances

GE Appliances Canada, a Mabe 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 GE®, Haier, Café® and Monogram® brands. Our products include refrigerators, freezers, cooking products, dishwashers, washers, dryers and air conditioners. For more information, visit geappliances.ca.

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