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...