CEA Spins New Whirlpool Theme

DETROIT-Whirlpool Corp. launches a new theme in a TV campaign from lead agency Campbell-Ewald Advertising in Warren, Mich., breaking Wednesday on primetime network TV.
The two 30-second spots introduce the new brand positioning: “A job well done.” It replaces “Making your world a little easier,” which was resurrected in February 1996 after a 10-year hiatus.
“It’s not that the former tagline wasn’t true, it’s just that a lot of appliance makers could make that claim,” said Skip Layton, director of advertising for Benton Harbor, Mich.-based Whirlpool. “The new tagline helps us with a more ownable position. It is a clearer and more focused brand position, and one than can be sustained over a period of time.”
Both TV spots feature The Temptations singing their 1960s hit, “The Way You Do the Things You Do.” Whirlpool has secured rights to use the song beyond the current campaign, and Layton expects it to be used in upcoming efforts. Both the song and the campaign’s creative execution tested well with the target demographic: active, outgoing, working female baby boomers. They demand reliable, high-quality appliances and are willing to pay more if they’re convinced of the value, he said.
The spots show a montage of things women do in their daily lives, including chores and leisure activities. The voiceover concludes, “Whirlpool helps you do the things you need to do so you can do the things you want to do. That’s a job well done.”
Layton said Whirlpool’s biggest quarterly ad expenditure ever will support the campaign this year, with new spots added in the second
quarter of 1998. Whirlpool spent $29.8 million on advertising in 1996, according to Competitive Media Reporting and $10.4 million through June of 1997.