MAY 2014 RETAILOBSERVER.COM
37
A
fter four decades of memorable advertising, Maytag brand's "Ol' Lonely" repairman has given way
to the all-new Maytag Man. This transformation connects with a modern audience that's come to
think of Maytag
®
appliances as being synonymous with dependability. The new Maytag Man is the
machine. He greets America as a Maytag
®
appliance, the human embodiment of the brand's core values of
reliability, durability and power. The new Maytag Man builds on 40 years of memorable advertising. Instead
of simply being a repairman, he is an active representation of Maytag brand's 100-year legacy of dependability.
"No longer is our brand character sitting idle, lamenting his boredom" 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."
Previous generations of Maytag brand customers remember a different man in a similar blue suit. "Ol'
Lonely" (played by four different actors from 1967 to 2013) found himself in mostly humorous, but always
loveable, situations where he filled his solitary time doing activities other than fixing appliances. Customers
identified the Maytag
®
Repairman as the "loneliest guy in town" because the appliances never broke down.
In his thirty-second TV spots, he did things like teach a parrot to talk and snore peacefully through the whole
commercial. His loneliness and time-filling strategies became universally known, reinforcing the idea of
Maytag brand dependability.
HAS A
NEW FACE
THE MAYTAG MAN HAS CHANGED,
BUT THE BRAND'S DEPENDABILITY
REMAINS THE SAME
PENDABILITY
