Candy invests 3.2 million euros in communication, with the aim of further highlighting the brand’s innovative character. The company chose to dedicate its 2017 advertising campaign only to one product: the Candy Bianca washing machine, presented at IFA in Berlin. The campaign sees the presence of some children next to the washing machine, considered the ideal subjects to prove the simplicity of Bianca. Simplification of everyday life and proximity to the customers are the main values of the communication activity, involving both TV and web. “We are very proud to return for the second year in a row to invest in communication, confirming the company’s commitment to renew itself and increase its brand awareness, sponsoring concretely unique products on the market, designed to simplify the daily life – said Gianpiero Morbello, Candy Group’s Head of Brand Identity and Strategy -. The advertising campaign dedicated to the Bianca washing machine is part of a new branding process for Candy that, in addition to renew its internal management, wants to invest in new media channels to promote its products. Candy is a brand that has always produced smart but easy-to-use solutions that allow time and cost savings to reach the consumers with our values, typical of the Italian creativity”.