Maytag Corporation: Dependability campaign
Susan RislandOverview
For decades, instead of listing the features of individual models, Maytag Corporation cultivated a distinctive image by emphasizing the overall reliability of its major appliances. True stories from customers were included in magazine advertisements to provide credibility and human interest. For example, one ad showed a photograph of a smiling nun beside a testimonial in her own words: "When I saw your ad in a magazine that said, 'You don't have to have 14 children to appreciate a Maytag,' I thought to myself, you don't even have to be a housewife." The nun...