Whirlpool Corp. launches WoW Studios — a new marketing organization designed to infuse magic into the home appliance consumer journey
Whirlpool Corp today launched a new brand experience organization designed to transform the home appliance end-to-end consumer journey into immersive consumer experiences. It will inspire audiences through an iconic portfolio of brands and world class product offerings. Located in the heart of Chicago at the iconic Reid Murdoch building, the World of Whirlpool Studios (or WoW Studios) is a multidisciplinary creative team that will work across Whirlpool Corp.’s North American brand portfolio, including Whirlpool, KitchenAid, Maytag, JennAir and Amana brands.
This new division of the company will blend over 111 years of appliance knowledge with creative excellence to enhance the consumer experience (CX), while unlocking new value for consumers and improving the lives of millions at home. WoW Studios will evolve the standard client agency model by hiring traditional agency talent and arming them with deep business understanding; increasing the speed, scale and effectiveness in the total output of marketing campaigns across the full consumer experience. From awareness to exploration to post-purchase interactions and beyond, WoW Studios will champion work that positively impacts the business with a skilled team of creative revolutionaries integrated across key disciplines that include CX Operations & Strategy, Creative & Experience Design, Integrated & Studio Production, Marketing Sciences and Digital Delivery.
“As consumer expectations evolve, we recognize that traditional marketing approaches are no longer enough. That is why we are focused on delivering an enhanced consumer experience across all of our brands and channels,” said Joe Liotine, chief operating officer of Whirlpool Corp. “Whirlpool has a long history of delivering innovative, consumer-focused campaigns that offer emerging tools and technologies to meet consumers where they are. Through WoW Studios, we are accelerating our ongoing commitment to making the consumer decision journey a top priority.”
The company continues to invest in consumer-focused initiatives including building direct-to-consumer capabilities, enlarging product innovation pipelines and restructuring its operations for increased agility. Since 2016, Whirlpool Corp. and its brands have received over one hundred awards for marketing, advertising, and design.
“This is a very exciting moment. We’re building a state-of-the-art consumer experience organization that combines world-class storytelling with experience design. I&I Partners helped us re-organize our North American creative operations around the consumer decision journey, design new capabilities, and build high-performance teams who are already bringing magical energy to our brands. I’m proud of the opportunity to work alongside the incredible leaders who have joined us in this journey: Anita Puri (prev. at Leo Burnett), Otto Linwood III (prev. at Uber), and Michael Frease (prev. at Digitas). Together, we are building a culture where people can unleash their entrepreneurial and creative spirit to grow our business,” said Jon Hall, senior director of Consumer Experience Strategy.
WoW Studios presents several unique opportunities for fearless experts in the creative field who are motivated to elevate and prove the case for creativity, such as:
Working across Whirlpool Corp.’s North American Region’s iconic brands
Building the future of marketing at a company that is deploying its full weight in support of the division’s success, including the necessary resources and informed data to deliver brand shifting, award-winning work
Transforming the full-funnel marketing consumer experience by tackling large, diverse scopes across key creative disciplines, including highly visible, business critical work
To learn more about Whirlpool Corp.’s marketing team and opportunities to apply, please visit https://www.wowstudios.com.
About Whirlpool Corporation
Whirlpool Corporation (NYSE: WHR) is committed to being the best global kitchen and laundry company, in constant pursuit of improving life at home. In an increasingly digital world, the company is driving purposeful innovation to meet the evolving needs of consumers through its iconic brand portfolio, including Whirlpool, KitchenAid, Maytag, Consul, Brastemp, Amana, Bauknecht, JennAir, Indesit and Yummly. In 2021, the company reported approximately $22 billion in annual sales, 69,000 employees and 54 manufacturing and technology research centers. Additional information about the company can be found at WhirlpoolCorp.com.
SOURCE Whirlpool Corporation
Miele reducing carbon footprint
Miele takes seriously the goal of reducing its carbon footprint by intervening at different levels on the entire production cycle. As an article in the South China Morning Post explains, the company has decided to purchase the steel necessary for its furnaces from the German steel mill Salzgitter whose production process, as verified by the certification body TUV Sud, reduces emissions by two thirds. of greenhouse gases both thanks to the use of arc furnaces and by using a greater share of scrap metal as raw material.
It is not clear to what extent this ‘green steel’ will be adopted in other productions, given the high cost and still very limited supply. Salzgitter is aiming to use ‘green’ hydrogen as an energy source, reducing the ecological impact of its product to 5% compared to conventional steel. In addition, Miele intends to increase the amount of recycled plastic used from 194 to 7,500 tons / year, especially for the production of vacuum cleaners.
The Gütersloh-based company has been offsetting the greenhouse gases generated by its plants since last year, financing reforestation projects in Mississippi, Uganda and Nicaragua, as well as solar energy plants in India and biogas in Nepal.
In 2021, honey sales rose by 7.5% to 4.8 billion euros and should easily exceed 5 billion in 2022 to reach 8 billion in 2030.
SMEG coffee masterclass
Smeg have hosted an exclusive coffee masterclass to showcase their expert coffee machine brand, La Pavoni, which can be found in many of the world’s finest coffee shops.
The La Pavoni Cellini is a semi-pro coffee maker designed for coffee enthusiasts, featuring a specification that delivers what the brand describes as “premium coffee, every time, with minimal effort and maximal expense”.
Central to this is its copper and insulated boiler, which helps to deliver improved thermal stability, as well as saving energy into the bargain.
It also features twin manometers that keep tabs on the pressure of the pump and the boiler.
Smeg’s range also features the La Pavoni Cilindro coffee grinder, which features a 600g Tritan hopper at the top where one can load in one’s preferred bean of choice.
The machine can grind a specific dose to order, meaning the user is going to get a fresh brew every time. Just like the Cellini espresso machine, the design, materials used and end result are all high-end and it sits beautifully alongside the coffee-brewing unit.
Taking things up a further notch or two is Smeg’s £1,349 (around €1,600) La Pavoni Esperto lever machine, which completes the new collection.
Samsung UK Royal warrant
Samsung Electronics UK obtained the renewal of its Royal Warrant and is now recognized as a Supplier of Consumer Electronics Products, which now covers a wider range of goods and appliances. As a recognized Royal Warrant Holder, Samsung is honored to have supplied the Royal Household with quality products having received its initial warrant in 2012, and with this renewed recognition is proud to be listed alongside globally-recognized companies.
Haier new products launched in Japan
On May 18, Haier Japan held a new product launch conference in Tokyo to release new mid-to-high-end products, including large-capacity three-door refrigerators, the industry’s smallest front-loading washing machine, and Haier Japan’s 20th anniversary limited-edition refrigerators and freezersthe press conference, the video of Haier Japan’s 20th anniversary brand was played first, which conveyed the Haier brand’s adherence to the user-centered philosophy. Later, Gan Xiuming, vice president of Haier Japan, gave an opening speech, and colleagues involved in new product planning and research and development introduced the new products released this time in detail.The planning of the new three-door refrigerator stems from the demand of Japanese users for large-capacity refrigerators in the post-epidemic era. To this end, Haier Japan has launched a large-capacity three-door refrigerator with a width of only 54cm, which matches the home scenarios with its slender appearance and solves the space limitation.The planning of the new front-loading washing machine comes from the fact that 34% of Japanese users in the survey prefer outdoor drying rather than washing and drying products. At the same time, the front-loading washing machine liberates the space above the washing machine, and has the smallest capacity in the same volume segment, which meets the needs of users to pay attention to space utilization; at the same time, it realizes the smallest volume of the same volume and the only detergent softener for single-wash products. Automatic dispensing, ultraviolet sterilization and warm water washing, the comprehensive strength leads the industryThe new U-series washing machine showed a new flexible design, the industry’s first external bath water pump, and special programs such as quick washing and suit washing; at the same time, sterilization washing programs are added to meet the health needs of users. Through a full range of differentiated products, the brand presence led by the new life has been further strengthened.The Haier series freezer, which has the largest share in the industry in Japan, also launched a 168L freezer equipped with two variable temperature zones. The differentiated soft freezing function can greatly save the user’s thawing time. At the same time, the appearance uses the 20th anniversary limited color Galaxy Gray to render a high-end and elegant home scenarios
BERTAZZONI COOK BOOK
Celebrate the 140th anniversary of the founding of Bertazzoni, the family has published a unique cookbook.
It was inspired by our great-grandmother, whose handwritten notebook containing precious family recipes has been passed down through the family.https://bertazzoni.com/always-making-the-future#cookbook
Fisher & Paykel Trusted by Australians
Recently, Australia’s “Reader’s Digest” released the list of most trusted brands in 2022. Among them, Fisher&Paykel was recognized as the “Most Trusted Laundry Appliances Brand” by Australians. Good things come in pairs, Haier brand was also selected as the “Best rated dryer brand by “Finder” based on its consumer survey.addition to the recognition of users, the outstanding market performance also backed up Haier’s leading strength in laundry. According to the latest data in May, the market share of dual-brands laundry products in Australia has reached 32%, the highest level since July 2019, ranking TOP1 in the market. Haier brand’s share reached 11.7% as a record high, among which the share of heat pump dryers well increased by 8% compared to April.
With this correspondence, thes ales performance is also very good: as of now, dual-brands laundry sell out have increased by 39.2% in 2022, with the key sub-categories of FL and heat pump dryersachieving significant growths of 37.8% and 84.8% respectively.Laundry team from both sides have been digging out real needs of the market/usersand continuously optimizing the product mix and brand matrix. The newly launched graphite/darklaundry pairs grew in a high speed and gained a stage achievement inthe market.
In the future, Haier will continue to adhere to the high-end transformation strategy and explore more space and opportunity for further growth while Fisher&Paykel will continue to cultivate in the luxury premium segmentation. Leveraging the powerful platform of Haier global supply chain, Haier and Fisher&Paykel are ready to keep running in Australia market and maintain its leading position in both market share and sales performance.
X-Clea now available in Europe
ROIDMI sub-brand X-Clea Robtic Vacuum Cleaner it is now available to the European market.
3-in-1 appliance from Aqua Optima offers filtered water on-demand
Heading up the new collection, is the 3-in-1 Aurora Instant Hot & Cold Water Filter Dispenser, powered by Strix technology, which is a kettle, water cooler and water filter all in one.
Aqua Optima said it is the only plug and go water dispenser to deliver fast-flow filtered hot, boiling or chilled water at the touch of a button.
The appliance features 49 potential option combinations, which allow the user to select from seven temperature options and there are seven volume options ranging from 200ml to one-litre.
The “plug and go” tabletop appliance offers a great solution to those who do not have the space for a larger, manually plumbed alternative. However, despite its compact size, it still features a 3.8-litre capacity
The Aurora Instant Hot & Cold Water Filter Dispenser uses Aqua Optima’s Evolve+ advanced water filtration technology, which has been developed to significantly reduce unwanted substances found in tap water. Whilst filtering out contaminants such as limescale, microplastics, chlorine, heavy metals, herbicides and pesticides, it also reduces chlorine and limescale by up to 80%.
For consumers keen to make greener choices, the Aurora Instant Hot & Cold will be an appealing prospect as each filter, which is three times faster than the leading brand, lasts for 30 days or 100 litres of water, saving the equivalent of 200 single-use 500ml plastic bottles. With Brits, for example, estimated to waste 70 million litres of water a day, and a lot of energy, by over-filling kettles, the Aurora is good for the planet too, by only boiling the amount of water required by the user.
In addition, users in the UK and the Republic of Ireland can recycle the filters for free thanks to Aqua Optima’s partnership with TerraCycle.
The Aurora Instant Hot & Cold combines its advanced functionality with remarkably quiet operation and has been awarded the Quiet Mark, making it one of the quietest appliances in its category.
Graeme Rodgers, category manager at Aqua Optima, said: “We are very proud of this collection, particularly the Aurora Hot & Cold, as we think we’ve managed to design and create an appliance which combines a kettle, chiller, and filter jug into one small footprint appliance.
“It doesn’t require any plumbing, is simple to operate and gives the user the ultimate in controllability, with multiple temperature and capacity options. At a time when consumers are evaluating not only their environmental choices but their energy use from a cost perspective, the Aurora offers a perfect solution.”
Caple winners
UK Buying Group Sirius have awarded Caple Manufacturer of the Year for 2022. See what they can offer https://www.caple.co.uk/
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