By Kyle O'Brien

GE Appliances, a year after it was acquired by Qingdao Haier (aka Haier), is rolling out its first significant branding efforts, including a new product tagline, ‘good things, for life’, and a new national ad campaign that features humorous ways to make life easier using its appliances’ connected capabilities. A nod to the company’s past (‘GE brings good things to life’) and a look toward the future, the ‘good things, for life’ tagline will appear in three national TV spots, the first of which premieres during the Billboard Music Awards on May 21.

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Source: The Drum