GENERAL New Zealand has launched a new national brand campaign to support its transition from Fujitsu General New Zealand, reinforcing continuity for customers while introducing the next chapter of the business.

Rolling out from April 2026, the integrated campaign retains the elements New Zealanders already know and trust, including long-term ambassador and former BLACKCAPS captain Stephen Fleming and the iconic ‘New Zealand’s Favourite Air®’ slogan, while introducing GENERAL New Zealand as the new name behind the brand.

The campaign forms a key part of the first phase of the transition, helping consumers connect the well-known Fujitsu brand to GENERAL, and reinforcing that it is the same team, same quality, and same customer care that New Zealanders have relied on for more than 25 years.

At the centre of the creative is a clear and simple message: while the name has changed, everything else has not. Campaign creative brings this to life across TV, online video, out-of-home (OOH), radio, digital and social, anchored by familiar, reassuring messaging.

The campaign continues the long-standing partnership with Stephen Fleming, which marks more than 25 years of collaboration with the brand, a relationship that plays a critical role in reinforcing trust and familiarity during the transition.

Zdenka Micallef, head of marketing and communications, GENERAL Australia and New Zealand, said, “This campaign is designed to provide clarity and confidence for consumers navigating the category. Choosing a heat pump or air conditioner can feel overwhelming, with many options that appear similar on the surface.

“This campaign makes it simple. GENERAL New Zealand is the brand people already know and trust. It’s the same team, the same quality, and the same commitment to delivering reliable, energy-efficient comfort.”

The campaign also reinforces the brand’s long-standing positioning as ‘New Zealand’s Favourite Air®’, building on decades of trust, strong customer relationships, and a consistent focus on quality and reliability.

Zdenka Micallef said, “Stephen has been part of our story for more than two decades. He brings a sense of familiarity and credibility that helps customers feel confident they’re making the right choice, even as the brand name evolves.”

Alongside broad awareness activity, the campaign is designed to support key decision-making moments across the customer journey, including online research, installer recommendations, and in-store experiences.

GENERAL New Zealand began operating under its new trading name in January 2026 following the global acquisition by Paloma Rheem Holdings Co. Ltd. in 2025, marking a new phase of growth while maintaining continuity for customers, partners and the wider market.

Zdenka Micallef said, “This campaign is focused on making that transition clear and reassuring.

“We’re proud of the trust the Fujitsu brand has built in New Zealand over more than 25 years. This campaign ensures that trust carries forward as we evolve into GENERAL.

“When people choose GENERAL, they can feel confident they’re choosing a brand known for quality, reliability and customer care.”

by Fujitsu General New Zealand | Apr 13, 2026