WHIRLPOOL BRAND RELAUNCH
Define Your Style
Helping consumers navigate over 300 design choices
Whirlpool brand launched two distinct product lines in 2018: Contemporary Design, and Traditional Design. Support for the launch was vital for creating consumer awareness in-store and online and also for simplifying the selection process for over 300 SKUs.
To create awareness, BTI developed the Define Your Style campaign. This introduced both the Contemporary and Traditional design options. The campaign was brought to life with promotional materials including admats, digital ads, and flyers. In-store POP featured additional colours and design options available for each floor model. A national promotion was rolled out with digital ads and flyers. Hero products and lifestyle imagery displayed both Contemporary and Traditional looks and options. To work through the overwhelming number of SKUs available, BTI developed The Whirlpool Kitchen Suite Builder – an engaging and interactive flipbook that allowed consumers to visually mix and match Whirlpool brand’s entire line up of products quickly and easily.
Whirlpool was able to clearly communicate to their customers the benefits and features of both their Contemporary and Traditional product lines. As a result, the Define Your Style campaign generated meaningful growth across all appliance categories.