Retail Observer

MAY 2014 RETAILOBSERVER.COM 39 With more than 100 years of appliance innovation, Maytag has a rich history that consumers can depend on, and a name that they continue to ask for in stores. Maytag brand's goal with this campaign is to communicate to existing and new consumers that the brand's core characteristics of durability, reliability and power are present now more than ever. This campaign is also the largest in Whirlpool Corporation's history, which makes for exciting times as the Maytag brand goes through its transformation. As part of the multi-million dollar campaign to support current and new product launches for 2014 kitchen and laundry appliances, people across the country have been introduced to this new character in a variety of ways during the year. The Maytag Man is featured in four national television ads airing now, and viewable online on YouTube and maytag.com/maytag-man. He's also being promoted through interactive digital elements and support as an online voice for the machine on Twitter, @TheMaytagMan. For more than a century, Maytag brand appliances have been synonymous with dependability and durability. At the start of the company in 1893, F.L. Maytag determined that quality was the most important element in building a dependable product. This mind-set led to building the company's first washer in 1907 with the finest cypress it could find. The company introduced the first gas-powered and multi-motor washing machines in 1915. In 1920, Maytag made the first aluminum tub washing machine that revolutionized the industry—something competitors claimed could never be done. Maytag brand developed its first automatic washing machine in 1949. Shortly after launching the Maytag ® Repairman campaign in 1967, their industry-leading laundry innovations inspired a lineup of kitchen products. Fast forward to present day and the same inspired quality continues to impress customers on sales floors everywhere. Through the commitment of Whirlpool Corporation, Maytag brand's enduring tradition of quality production and performance continues to thrive. Exceptionally durable, commercial-grade components are found in many Maytag brand appliances – including Maxima XL ® front-load and Bravos X™ and Bravos XL ® top-load washers and dryers. www.maytag.com. * Based on a 20-lb load, among leading front load brands, PowerWash ® cycle vs. comparable cycles and default settings. 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. RO

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