Maytag Launches Maytag Man Marketing Campaign
March 7, 2014,
The Maytag Man in action
BENTON HARBOR, Mich.-Whirlpool's Maytag brand has unveiled an integrated marketing campaign introducing a new face to the brand, the Maytag Man.
The Maytag Man is a transformation of the brand's long-time face,the Maytag Repairman, who symbolized the brand's inability to break down. In the new campaign, the Maytag Man "is the actual machine, symbolizing the reliability, durability and power that Maytag appliances are known for," said William Beck, senior director of Whirlpool, Maytag, Value Brands and channel marketing.
The campaign has the support of StoreBound, which holds the rights to the Maytag brand for its line of steam irons. Evan Dash, StoreBound's CEO, said, "Our steam irons embody all of the brand attributes of Maytag, which the marketing campaign will reinforce with tremendous impact."
Other Articles By Author
Patti Carpenter Talks Color and its Importance in the Home
HFN's DIGITAL EDITION
COVER STORY: Sharpening the Focus on Millennials
Find out what makes Millennials tick when it comes to home decorating, shopping and at-home entertaining with HFN's annual consumer study. Turns out, Millennials favor the in-store shopping experience.
ALSO IN THIS ISSUE:
- Power of the People - Crowdfunding campaigns provide needed capital, feedback for home and housewares product launches.
- Omnichannel Retailing: Visual Search Takes Off - Learn how voice and visual search are revolutionizing product discovery.