The Maytag Man is the machine – nestled in the kitchen baking a turkey, potatoes, and mini cupcakes. He performs each task that an appliance would perform – cleaning and washing with the diligent focus, says appliance manufacturer Maytag.
The company has launched an integrated marketing campaign introducing the new face of the brand, the Maytag Man.
A transformation of the Maytag Repairman, the Maytag Man now has a new role as the machine. He will greet America as a Maytag appliance, the human embodiment of the brand, according to the company.
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“No longer is our brand character sitting idle, lamenting his boredom due to Maytag brand’s legendary inability to breakdown,” said William Beck, senior director of Whirlpool, Maytag, Value Brands & Channel Marketing.
“The Maytag Man is now the actual machine, symbolizing the reliability, durability and power that Maytag appliances are known for.”
The character will come to life through a series of videos that depict him as the machine, performing the duties that any Maytag machine would to keep a household running smoothly.
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The videos portray the Maytag Man physically representing and speaking as the appliances – from holding a variety of foods and “running” in place as a refrigerator to scrubbing dirty dishes, crouched where a dishwasher would typically reside.
The character’s matter-of-fact helpfulness, humorous quips and dependable, machine-like behavior aim to depict Maytag brand’s key attributes of reliability, durability and power, says the company.
As part of the campaign that will support current and new product launches for 2014 kitchen and laundry appliances, people will be introduced to this new character in a variety of ways during the year.
The Maytag Man will be featured in four national television ads airing March 3, and viewable now online on YouTube and maytag.com/maytag-man/.
He’ll also be promoted through interactive digital elements and support, launching Jan. 13, and will debut a new Twitter presence, @TheMaytagMan – an online voice for the machine – on Jan. 9.
The Maytag Man will be tackling tasks across the country, popping up in select cities this winter and spring, interacting with fans via the brand’s Facebook page, and reaching stores nationwide in June 2014.
Maytag brand is part of the Whirlpool Corporation, the world’s leading manufacturer and marketer of home appliances.
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