CHICAGO: Whirlpool is promoting the official release of its high-tech Vantage washer and dryer pair through technology-themed positioning and a PR launch effort.
“We're saying that Vantage breaks that mold and is completely different from what you're used to,” said Monica Teague, senior manager of PR and brand experience at Whirlpool. “It's all about youthful technology and innovation.”
She noted that the budget for the campaign, which is strictly PR-driven, is in the six-figure range.
In January, the company soft-launched the product at CES and began reaching out to technology industry press, which was “a first for Whirlpool,” she said.
On May 19, the team, including AOR Peppercom, hosted an official launch event for media dubbed “Tech in the City,” a spin on Sex and the City, just prior to the debut of the film's sequel.
She explained that the theme reflects the positioning of the product as “very metropolitan and very smart.”
The reference to style and technology also speaks to the product's audience, she noted, which is women who purchase high-end fashion and are particular about how they care for clothes but don't necessarily want to dry clean everything.
“We're saying you can take care of clothes yourself with this high-end laundry care,” she added.
She noted that the team also aims to appeal to busy moms by communicating the ease of use with the touch screen and various cycle options.
To promote the launch beyond the event, the team will be posting updates on Twitter and Facebook, as well as posting video footage from the event on YouTube.
Teague noted that another phase of the campaign will continue throughout the summer and fall. While she could not elaborate on the details, she noted that the team does not currently have plans for a specific spokesperson or partnership.