BENTON HARBOR, Mich.,
Oct. 7, 2014 /PRNewswire/ -- In
a departure from the long-held industry tradition of feature wars,
Whirlpool brand today announced the launch of Every day,
care™, a campaign about changing the perception of how people
view the daily chores necessary to care for one's family. Too often
these simple acts of cooking, cleaning and washing feel tedious and
insignificant, when in fact they play a huge role in shaping the
people we love and the world we live in.
To view the multimedia assets associated with this release,
please click:
http://www.multivu.com/players/English/7318751-whirlpool-announced-launch-of-every-day-take-the-chore-out-of-household-responsibilities/
It's a common misperception that chores are a necessary evil,
but studies show chores are a catalyst for academic achievement,
decreased truancy rates, and even building stronger family
bonds. Studies confirm that pervasive negative attitudes of
chores not only cause stress in the household but also may
negatively affect future participation.
Tapping into consumer and cultural insights, the brand saw a
deeper meaning to the role appliances play in family care. It
wasn't only about the best working machine, the latest features,
and the desire for saved time; what mattered most was caring for
their family. The new campaign departs from the 'feature
wars' and 'one-upmanship' common in the industry. Instead, it gets
to the heart of what it takes to care every day – the effort, the
sacrifice, the tenacity, the repetition, and a true human insight –
that behind every chore is an act of love.
"The campaign is about people, real modern families, and the
impact of the care they give and receive every day. It's
about proving how often thankless tasks are so important – they are
part of the emotional glue holding families together," said
William Beck, Senior Director of
Mass Brands and Channel Marketing for Whirlpool. "It's a higher
purpose that's driving our brand and a natural space for Whirlpool,
because we've been a part of these daily moments of care that have
taken place in American homes for over 100 years."
Integrated Marketing Campaign: Every day,
care™
The multi-million dollar Every day, care™ campaign is the
biggest campaign for the Whirlpool brand to-date. Not only will it
communicate the importance and value of this care via national
television, print and digital advertising, but also prove how these
seemingly insignificant acts can affect real change through a
series of social acts with the Every day, care™ Project
Platform, a scientific study, and through the appliances
themselves. Whirlpool brand's approach is uniquely inspired by
families who have been caring for each other generation after
generation, capturing raw moments, not just aspirational
perfection.
According to Beck, "In this campaign, you will see how we draw
inspiration from our consumers. It's why we develop the products we
do. We are proud to be an American company with a hundred-year
legacy of designing home appliances inspired by how families give
and get the care they need, and always driving the latest
technologies and innovations that fit seamlessly into their
lives."
As part of the campaign launch, Whirlpool brand will be fueling
public discourse around the topic, supported by a national survey,
academic white paper findings and multi-media content across all
digital platforms, including Whirlpool brand's website at
Whirlpool.com/everydaycare. The public is invited to join the
conversation on social media with #EveryDayCare.
About Whirlpool Brand
For more than one hundred
years, Whirlpool brand has been inspired by how people care for
their families. Whirlpool is designing home appliances that
are focused on improving how families give and get the care they
need with the latest technologies and innovations that make their
experience effortless, intuitive, and easy – whether that means
most flexible refrigerator storage for all types of family needs,
induction technology for efficient cooking and easier cleaning or
laundry pairs that sense and adapt to clothes with the latest in
connected technologies. Whirlpool brand is part of Whirlpool
Corporation (NYSE: WHR), the world's leading manufacturer and
marketer of major home appliances. Whirlpool Corporation is also
one of Habitat for Humanity's largest corporate partners for 15
years, donating a refrigerator and range to every new Habitat for
Humanity home built in North
America. For more information on Whirlpool brand, please
visit whirlpool.com/everydaycare or find us on Facebook at
facebook.com/whirlpoolusa or Twitter at @WhirlpoolUSA.
Additional information about the company can be found at
whirlpoolcorp.com.
To view the multimedia assets associated with this release,
please click:
http://www.multivu.com/players/English/7318751-whirlpool-announced-launch-of-every-day-take-the-chore-out-of-household-responsibilities/
SOURCE Whirlpool Brand