Sub-Zero/Wolf

Sub-Zero once basked in the limelight as the lone player in luxury refrigeration. It was the first kitchen appliance brand to serve as a badge of success, achievement, and the good life.

Because of its technological innovations and integrated design, consumers heralded Sub-Zero as the ultimate in refrigeration in terms of style and function. Its sister brand, Wolf, holds similar sway as a premium luxury cooking line.

Recently, however, the category has found itself in a starkly different environment. Our research indicates that luxury alone won’t satisfy today’s luxury consumer. The new gold standard is luxury with substance. Fortunately, each brand offers plenty of both.

Our program hinges on proactive, persistent communications with myriad food journalists, citizen foodies, chefs, kitchen designers, architects, and others. The decade-long media relations program has reached hundreds of millions, returning an annual ROI of 10 to 1.