Brand of the Day: Whirlpool and Upworthy Tell Stories of the 'Sandwich Generation'

Caretakers of both aging parents and young children

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Whirlpool has been around since 1911, but that doesn't mean the appliance brand's view of today's family is stuck there.

In a new collaboration with viral content site Upworthy (with creative led by digital shop DigitasLBi), Whirlpool has launched a "Perceptions of Care" video series to showcase how three generations of a family often live under the same roof—with the middle one, caring for their parents and their children, known as the "sandwich generation."

Showing a variety of families makes a lot of sense for the brand, as it has been expanding globally and seeing solid growth.



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