Whirlpool Opts for Emotional Positioning in Ad Campaign

Whirlpool Opts for Emotional Positioning in Ad Campaign

The brand's marketing effort is designed to showcase the power of simple chores being able to drive bigger things that can make a difference in our everyday lives

Michael Ellenbogen
  • 17 october 2014

Everyday chores aren’t typically attributed with fun, happiness and joy, and we don’t tend to think of them as emotionally charged; therefore, the companies that facilitate chores (typically home appliances – like washers and dryers – cleaning, dishwashers and microwaves – cooking) can find it generally more difficult to connect with consumers of these products in an emotional way, and to elevate their brand genuinely.

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