Whirlpool launches the “Good Intentions” campaign


Whirlpool‘s “Good Intentions” campaign shows how food preservation is key for a healthier lifestyle. It focuses on the idea that “the best ally for your healthy lifestyle” can be a fridge freezer. The company has created its new range of W Collection Dual No Frost fridge freezers which is part of Whirlpool’s premium W Collection. The new ad will focus on the W Collection fridge freezer’s Dual No Frost cooling system with the ability to keep food fresher for longer. The new models let users store fresh fruit and vegetables anywhere in the fridge for up to 15 days, thanks to a suite of advanced technologies that helps to preserve their just-bought freshness. This longer shelf life allows users to still enjoy the health benefits of fresh ingredients, even if they can’t shop as frequently due to their busy, modern lifestyles. “Good Intentions” has been created as a digital first, cross-platform campaign that will be driven by programmatic advertising and features a creative concept by Wunderman Thompson, with digital handled by MRM/McCann and PR by Emanate. The campaign will make extensive use of online video placements, leveraging innovative rich media formats featuring video spots done by acclaimed director Roberto “Saku” Cinardi. The campaign has launched in France, Poland and Romania and will also be launched in Portugal, Belgium and Italy. During later phases of the campaign, users will also be retargeted with further, product-specific details relating to the W Collection Dual No Frost fridge freezer, offering greater insight into its premium design features, advanced temperature and humidity control technology, and smart space management. In France, the campaign will also include a significant lifestyle print media component, while in Poland, Portugal and Romania the new ad spot will also be aired on television.