Whirlpool Corporation: Kitchenaid. For The Way It's Made campaign

By emphasizing convenience, quality, and innovative features, the "KitchenAid. For the Way It's Made" campaign generated brand awareness and brand loyalty for KitchenAid appliances.

Whirlpool Corporation: Kitchenaid. For The Way It's Made campaign

Susan Risland

Overview

By emphasizing convenience, quality, and innovative features, the "KitchenAid. For the Way It's Made" campaign generated brand awareness and brand loyalty for KitchenAid appliances. KitchenAid, U.S.A. (a division of Whirlpool Corpation) made cooktops, trash compactors, microwave ovens, and other household appliances, but the company was best known for its dishwashers and electric food mixers. An advertisement in Family Circlein 1986 featured the headline "No Rinse. No Roar. No Contest" above a photograph of a dishwasher with its door partially open to show dishes stacked inside. A...

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