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.
