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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
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