Magazine article Marketing

Whirlpool Splashes out on Ads to Make Its Mark in Europe

Magazine article Marketing

Whirlpool Splashes out on Ads to Make Its Mark in Europe

Article excerpt

Whirlpool launches a push into the European white goods market

Whirlpool splashes out on ads to make its mark in Europe

US domestic appliance manufacturer Whirlpool plans to spend 20m [pounds] highlighting the Philips-Whirlpool brand in a bid to gain a foothold in the European white goods market.

All of Philips' washing machines, tumble dryers, cookers and fridges will be carrying the Philips-Whirlpool logo.

The move follows Whirlpool's 270m [pounds] takeover of the Philips home appliances division early last year. This purchase has made it the largest domestic appliance manufacturer in the world.

A pan-European marketing campaign promoting the dual-brand breaks next month, and the company claims that a quarter of the 20m [pounds] will be spent through Publicis on TV and press ads in the UK.

Philips-Whirlpool's UK commercial director Brian Kennerley says it intended to establish the Whirlpool name, and he is bullish about the dual-brand's prospects in a stagnating market.

"The looming recession means that many of our competitors will be tempted to take the easy option and prune back marketing budgets," he says. …

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