CEA Readies Whirlpool Blitz

Whirlpool Corp. will support a new line of dishwashers and ranges with a $10-15 million TV and print campaign this fall, its largest quarterly advertising expenditure ever.
The campaign, from Campbell-Ewald Advertising in Warren, Mich., continues to use the tagline, “A job well done,” and The Temptations’ song “The Things You Do,” as a brand anthem. Both were introduced in a brand repositioning campaign from CEA last September.
“We’re really trying to say to busy women, ‘We’ll help you do the things you have to do, so you can enjoy the things you want to do,'” said Skip Layton, advertising director for the Benton Harbor, Mich.-based company.
The campaign, consisting of two 30-second TV spots breaking in mid-September and eight print ads, uses a problem/solution approach to target female baby boomers aged 35-50.
The spot highlighting Whirlpool’s AccuBake gas and electric ranges shows consumers in various situations having to babysit their ovens by constantly checking to make sure the food isn’t overdone. In contrast, the ad suggests, Whirlpool’s AccuBake range provides consistent baking and cooking results.
The dishwasher spot takes a similar approach, but highlights a new PowerScour option that attacks hard-to-clean, crusted, baked-on food soils. There’s nothing more frustrating, the ad posits, than having to clean a pot or dish again after it’s been through the dishwasher. Also featured is an adjustable silverware basket that fits both on the door and in the rack for more flexible loading.
Print executions are said to focus more on specific features, and are set to appear in October issues of shelter magazines including Good Housekeeping and Home, running through early spring. TV work will air in broadcast prime time and early morning news shows, as well as in cable slots.