Whirlpool Corporation

05/22/2019 | Press release | Distributed by Public on 05/22/2019 01:19

New Hotpoint campaign strengthens brand positioning in laundry segment with a caring vision for the future

New Hotpoint campaign strengthens brand positioning in laundry segment with a caring vision for the future

May 22, 2019| Latest News in EMEA, Our Brands & Products

In 2019, Hotpoint will launch a campaign to strengthen its brand positioning, centered on the concept of care in the household, and promote the benefits of its high-performing laundry appliances. These themes are brought to life by a new TV advert, which tells the story of a family who brings a lost teddy bear back to life with the help of Hotpoint's Active Washing Machine, capable of removing more than 100 stains at only 20°C*. The ad powerfully evokes how Hotpoint's advanced innovations in the home help people care for what matters most in their lives - even their beloved teddy bears. The cross-platform campaign will employ a series of digital and social media marketing, consumer promotions and PR activities, including an influencer activation to engage consumers and build visibility around the brand.

At the heart of the new Hotpoint campaign is an emotional new television advertisement created by J. Walter Thompson (JWT) and directed by internationally acclaimed Xavier Mairesse. One of the world's most awarded directors, Mairesse is known for his narrative style and the cinematic touch he lends to commercials. These qualities are clearly on show in the new Hotpoint advert, which tells the story of a mother and father who help their young daughter bring her beloved lost teddy bear back to life with their Hotpoint Active washing machine.

The new advert is a key component of the brand's integrated, multichannel campaign, including TV, digital and social media marketing and PR activities. Another aspect of the campaign will include an influencer activation, which will leverage the TV ad's teddy bear narrative to drive engagement amongst consumers and build awareness around the Hotpoint brand.

Another important piece of the campaign will be powered by digital marketing and promotional activities, which will further boost awareness around the brand and the benefits its high-performing laundry appliances offer its consumers. Please insert specific details on local marketing activities here.
The new Hotpoint campaign unites our brand's long-time value of care with people's desire to preserve what matters most in their lives - from their favourite garment to their child's precious teddy bear,' said Vanessa ten Hoff, Senior Director Brands and Digital, Whirlpool EMEA. 'For more than a hundred years, Hotpoint has cared for its consumers, striving to improve their lives every day. We will continue to put our consumers' needs at the core of our product innovation, helping them to achieve their best results and to care for those they love most.

* Obtained on Anti Stain program (tested on Cotton) and ActiveCare option activated. Example of stains tested: pizza, coffee, pen ink, milk with cacao, bronzer, mud.