Whirlpool: Care Counts – Brand purpose work that is actually making a difference

Whirlpool, an appliances manufacturer, built on its 'Everyday care' campaign to create the Care Counts programme, which installed washers and dryers in schools to give disadvantaged students access to laundry facilities across the US.

Campaign details

Brand: WhirlpoolClient: WhirlpoolAgency: DigitasLBi North America

Summary

This paper discusses the genesis of Whirlpool's new brand idea on the true meaning of Care, and the manifestations of that over the first two years of the campaign.

It'll talk about planning's usefulness in unearthing a transformative truth. And the curiosity and persistent pursuit of creative inspiration throughout the whole process, not just in getting to the brief. Planning helped Whirlpool finally find its "why."

It should inspire other brands with an illustration of what needs to be done rather than just jumping on the...

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