BENTON HARBOR, Mich.-Whirlpool’s Maytag brand has unveiled an integrated marketing campaign introducing a new face to the brand, the Maytag Man.
The Maytag Man is a transformation of the brand’s long-time face,the Maytag Repairman, who symbolized the brand’s inability to break down. In the new campaign, the Maytag Man “is the actual machine, symbolizing the reliability, durability and power that Maytag appliances are known for,” said William Beck, senior director of Whirlpool, Maytag, Value Brands and channel marketing.
The new character will be seen in a series of videos that depict him as the machine, performing the work of Maytag machines to keep a household running smoothly.
The campaign has the support of StoreBound, which holds the rights to the Maytag brand for its line of steam irons. Evan Dash, StoreBound’s CEO, said, “Our steam irons embody all of the brand attributes of Maytag, which the marketing campaign will reinforce with tremendous impact.”