Retail Observer

RETAILOBSERVER.COM MAY 2014 38 DEPENDABILITY HAS A NEW FACE T he Maytag ® Repairman has helped the brand own the dependability story for ages. But for the first time since the introduction of "Ol Lonely" in 1967, the Maytag brand and this character have undergone a complete evolution, all part of a full-scale, multi-million dollar integrated marketing campaign. While the iconic blue suit and hat remain, the Maytag Man has an entirely new purpose. The character comes to life through a series of videos that depict him as the machine, performing the duties that any dependable Maytag ® machine would to keep a household running smoothly. Videos and commercials 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 baking a turkey, potatoes and mini cupcakes to perfection as a large-capacity double oven range. Other times he is tucked under the counter, cutting through hard-to-scrub grease as a Maytag ® Jetclean ® dishwasher with the PowerBlast™ cycle and the most powerful motor on the market among leading brands. 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. In the laundry room, the Maytag Man is eliminating tough stains with Maytag brand's high-efficiency PowerWash ® system, providing the best cleaning in the industry.* He performs each task that an appliance would perform—cleaning and washing with the diligent focus, effort and dependability that a Maytag ® appliance employs. "The Maytag Man is a creative interpretation of our motto, 'What's Inside Matters,' illustrating all the human and relatable virtues that exist inside appliances—performance, dependability, power," said Beck. "We want to recognize and draw a connection to individuals who work with strength, resilience and persistence, just like our appliances, to get the job done." Maytag brand targets customers who constantly strive to go above and beyond for their families. They hold themselves to a high standard, and because of this, also have high expectations for the appliances, products and services that help get things done. Maytag brand believes the meaning of dependability has evolved over the years, and sees the need to shine a light on this quality, making it more meaningful in the lives of the audience. 1893 – The Maytag Washing Machine Company was founded in 1893 by businessman Frederick L. Maytag. 1925 – The Maytag Washing Machine Company became Maytag, Inc. 1949 – The first automatic washers were produced in a new, dedicated factory. 1958 – Maytag introduced the commercial coin-slide washers used in laundromats. 1966 – Maytag produced its first line of portable dishwashers. 1985 – Maytag introduced the first-ever stacked washer/dryer. 1989 – Gordon Jump, the actor who first became known as station manager Arthur Carlson on the sitcom WKRP in Cincinnati took over the Maytag repairman role from Jesse White in 1989. 2007 – After a cross-country search, Mr. Clay Jackson was named the new Maytag repairman. He made ads for Maytag from 2007 to 2013. 2003 – Hardy Rawls held the "Ol' Lonely" role for four years, until 2007 when his contract expired and Whirlpool Corp. announced a nationwide competition to replace him. 2014 – The new Maytag Man, played by Colin Ferguson, makes his debut. The new Maytag Man is strong and powerful, much like the appliances he represents. He brings the Maytag tagline What's Inside Matters ® to life in a humanizing way that injects new meaning and aspiration into the value of "dependability." He resonates with today's consumer because he represents straightforward, honest, hard-working American values. 1967 – Maytag introduced its spokesman as "the loneliest guy in town" in 1967. Jesse White played the role for more than two decades, filming 68 commercials as the character who cultivates habits such as solitaire, crossword puzzles and bead work because he is rarely called upon to repair a machine. He would also come to be universally known as "Ol' Lonely," and with each new time-filling activity, more television viewers identified with his job frustration. Each "Ol' Lonely" ad reinforced the idea of Maytag dependability. 1907 – Maytag didn't set out to build an international brand; his only goal was to improve life for farmers across America. By 1907, he had ventured into appliances with his first wooden washer.

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