Dirty Laundry

  • Meredith O'Shaughnessy
  • Hannah Jones

Redefining Whirlpool for millennials

The headlines
  • Attract millennials to engage with the brand’s latest products, and increase market share
  • Creation and production of a series of immersive events including ‘Dirty Laundry’, a week-long, immersive pop-up bar, styled as an all-American 1950’s launderette
  • Achieved global media recognition, social engagement and sealed John Lewis as a new retail partner
  • Instrumental in achieving ambitions for increased market share

The creative challenge
Whirlpool came to the Meredith Collective ready to redefine what their brand meant to millennial homemakers. A notoriously difficult target market to woo with white goods, we set about creating a series of events that redefined Whirlpool and delivered sparkling results.
With the launch of new lines in washing machines and kitchenware, Whirlpool had ambitions of increasing market share from 2% to 6% in two years.
“Like the famous laundrette in Eastenders, it’s a social affair - but with more glamour and a DJ” — Conde Naste Traveller

“These could be London’s cleanest cocktails” — The Evening Standard
Inspired by the idea of the unheard, we designed ‘Dirty Laundry’, a week-long immersive pop-up bar, styled as an all-American 1950’s launderette in the heart of London’s Fitzrovia.
Built around the idea of silently washing away confessions, we invited consumers and trade to a bespoke-launderette, with a difference. The space was filled with working machines, perfectly demonstrating its silent selling point.
Add edible liquitabs, washing-machine inspired cocktails spun inside re-purposed Whirlpool washing machines, and drinks served in specially designed detergent bottles.
A DJ booth made out of washing machines and Polaroid photo booths with washing machine props and Whirlpool branded speech bubbles.

Dirty Laundry was one of the most talked about pop ups of the year, kick starting an award winning, year-long marketing campaign for a brand which had never previously ventured into the experiential arena.