Maytag campaign ties dependability message to Boys & Girls Clubs

BENTON HARBOR, MI: Maytag, which touts the "dependability" of its products, is aiming to promote the human side of that trait through its Faces of Dependability campaign.

BENTON HARBOR, MI: Maytag, which touts the “dependability” of its products, says it's aiming to promote the human side of that trait through its Faces of Dependability campaign. The outreach this year honors four Boys & Girls Clubs professionals.

“Maytag brand's new Faces of Dependability campaign goes beyond the home appliance story to promote our ongoing relationship with the Boys & Girls Clubs of America as well as start a conversation about the quality we value most – dependability,” said Monica Teague, senior manager, PR and brand experience, at Whirlpool, which acquired Maytag in 2006.

Honored are James Seaton of Michigan, Jerry Glidewell of Arkansas, Latisha Franklin of Wisconsin, and Patrick J. Larkin, Marine Corps Base, Camp Lejeune, NC.

The campaign, which began today and will be ongoing, is being handled by Maytag's AOR, Peppercom, which is the company's agency for mass brands.

The campaign's social media components include a dedicated page on Facebook, and the hashtag #dependability on Twitter. The agency will reach out to consumer and general lifestyle media. It will also hold events at various Clubs throughout the country and stage appearances by the “Maytag repairman,” the company's iconic mascot.

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