Etailer Appliances Online has rebranded as AO.com ahead of its expansion into new categories outside white goods.
The etailer said the new name was easier for shoppers to recall and âworks well across all of our platforms and potential categoriesâ.
AO.com is eyeing opportunities to branch into vacuum cleaners, coffee machines, mixers and food processors, small electricals and microwaves.
Appliances Online, which delivers around 20,000 appliances every week, has also embarked on its biggest ever marketing campaign to support the new brand and logo.
The national TV campaign comprises of two executions in which the viewer is introduced to the âjoyously obsessive worldâ of AO.com.
The first execution features Barry (pictured), an AO.com employee who is obsessed with white goods and ends with him unveiling a new washing machine to an adoring hoard of ao.com workers. âDaveâs first dayâ, the second execution, follows a new employee on his introduction to the company where he learns about the companyâs everyday mateâs rates and next day delivery offer.
Both ads are accompanied by the Ramonesâ Blitzkrieg Bop and are running across ITV, Sky and Channel 4 and Channel 5 throughout September.
Chief executive John Roberts said: âOur ambition is to take the Appliances Online business beyond the white goods category at some point in the future and ao.com offers us a snappier, shorter name that not only resonates with the consumer but also works well across all of our platforms and potential categories.
âWe are facing the future with a confident, charismatic, iconic and fun brand. We couldnât be in better shape.â
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