Whirlpool Brand Uses Storytelling To Make Sense Of Appliance Technology

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The high-tech control panel of a Whirlpool washer

The high-tech control panel of a Whirlpool washer

BENTON HARBOR — Building on the success of its Designed to Simplify  campaign, Whirlpool is bringing its national 2013 ‘evolution campaign’ to life with a focus on ways appliances can not only solve some of life’s daily dramas, but can also empower the Whirlpool consumer to create an ideal sense of life each and every day.

The advertising campaign rolls out through June 2013 with television, print and digital ads, as well as in-store, public relations and experiential support that allows consumers to see first-hand the efficiency of function that comes with purposeful technology and design.

From a teenager who doesn’t want her perfect new jeans washed to a woman afraid to lose the bold red in her favorite dress, Whirlpool brand’s campaign looks at human insights around appliance use and provides better solutions for getting the job done well each time.

“We’ve set the stage with this campaign, letting consumers know that Whirlpool remains the industry leader at the forefront of design and innovation with products that simplify their daily lives,” said Bill Beck, senior director, Whirlpool brand. “Now with this integrated approach, we show how these functions and features can make their lives easier and tell their story in a very relatable way.”

This summer, look out for print and broadcast advertisements highlighting the Whirlpool Duet washer, created by Whirlpool brand’s creative agency, Arc Worldwide, a Leo Burnett company, followed by the brand’s refrigeration and cooking categories later in the year. The adaptive technology in the new Duet laundry pair is easy enough to use but sophisticated enough to get the job done. The washer keeps your clothes looking newer longer and colors stay vibrant, wash after wash.

The broadcast spot will air nationally in primetime and during morning shows on cable networks including HGTV, OWN and TLC. Print ads will run in publications including People, Real Simple and Southern Living.

To view the latest advertisement visit http://www.youtube.com/watch?v=FO_3vraRd50.

Please visit www.whirlpool.com for more information.

Benton Harbor-based Whirlpool is the world’s leading manufacturer and marketer of major home appliances, with annual sales of approximately $19 billion in 2011, 68,000 employees, and 66 manufacturing and technology research centers around the world.

More at www.whirlpoolcorp.com.

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