Whirlpool Italy: 2022 strategies and new products


The latest Roadshow of Whirlpool Italy, dedicated to the bult-in segment, presented the vision, expectations, strategic directions, communication plans of the Group’s brands and the new products for 2022. On the built-it market front, the company’s 2022 objectives concern the consolidation of the partnerships with Italian kitchen manufacturers and distributors. With regard to the communication, the main messages, at the corporate level, will be focused on some distinctive and strategic elements for the company: sustainability, consumer service as a center of excellence and the Italianness, based on thirty years of presence in the area.
As for products, this year’s focus is on intuitive appliances with useful features to make life at home simpler, more sustainable and more efficient. The Whirlpool Space 400 Total No Frost built-in combined refrigerator with Push To Open technology has 400 liters of capacity and 75 cm of width that offer greater capacity to the consumers (45% more than the standard), allowing a space optimization for the food preservation. The Whirlpool Space 75 oven (75 cm wide) also offers a greater capacity than the standard with a maximum consumption below 3kW and smart cooking solutions with 8 main functions. Equipped with Cook 3 technology, this appliance allows user to cook simultaneously on 3 levels without mixing tastes and smells. Finally, the Hotpoint Active Steam 100 oven allows consumer to cook with 100% steam or with a combination of steam and traditional cooking. The user can experiment with new dishes thanks to the 80 automatic recipes available; in addition, the patented temperature probe measures the temperature in four different points.
On the communication front, Whirlpool this year will support its brands with diversified activities. In particular, Whirlpool will be back on TV and digital media with the launch of Supreme Silence and with a new campaign on the built-in products. On the digital, the brand’s presence will be strengthened with adv investments and activities with influencers in line with its positioning linked to the well-being. For Hotpoint, the company continues to focus on cooking products, which will also be present in the new edition of MasterChef and will be protagonists of the ongoing collaboration with the Chef Bruno Barbieri. Besides, a new campaign on the built-in segment is also planned. This year, the work on the Indesit brand will again include the themes of the #DoItTogether campaign.