Maytag: The comeback story of a brand icon

This case study details the brand restoration of the Whirlpool corporation, the American Maytag appliance manufacturer by leveraging the well-known image of the repairman.

Maytag: The comeback story of a brand icon

Brand: Maytag

Advertiser: Whirlpool Corporation

Agency: DigitasLBi

This case study of brand restoration by DigitasLBi for the Whirlpool Corporation, an American multinational manufacturer and marketer of Maytag appliances, succeeds by pumping new blood into the company's iconic image. Maytag, long-synonymous with dependability and a kind of American stalwartness, lost its luster over the years and no longer had relevance with modern consumers, resulting in declining sales and loss of market share. The campaign resurrected the once-beloved brand by breathing new life into its well-known image – the Repairman...

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