Hotpoint’s advertising campaign in laundry segment


In 2019, Hotpoint will launch a campaign to strengthen its brand positioning, centered on the concept of care in the household, and promote the benefits of its high-performing laundry appliances. These themes are brought to life by a new TV advert, which tells the story of a family who brings a lost teddy bear back to life with the help of Hotpoint’s Active Washing Machine, capable of removing more than 100 stains at only 20°C. The ad powerfully evokes how Hotpoint’s advanced innovations in the home help people care for what matters most in their lives. The cross-platform campaign will employ a series of digital and social media marketing, consumer promotions and PR activities, including an influencer activation to engage consumers and build visibility around the brand. The emotional television advertisement was created by J. Walter Thompson (JWT) and directed by internationally acclaimed Xavier Mairesse. “The new Hotpoint campaign unites our brand’s long-time value of care with people’s desire to preserve what matters most in their lives – from their favourite garment to their child’s precious teddy bear – said Vanessa ten Hoff, Senior Director Brands and Digital, Whirlpool EMEA -. For more than a hundred years, Hotpoint has cared for its consumers, striving to improve their lives every day. We will continue to put our consumers’ needs at the core of our product innovation, helping them to achieve their best results and to care for those they love most”.


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