Whirlpool presents its new range of W Collection Dual No Frost fridge freezers which is part of Whirlpool’s premium W Collection. The “Good Intentions” campaign shows how food preservation is key for a healthier lifestyle. It focuses on the idea that “the best ally for your healthy lifestyle” can be a fridge freezer. The campaign shows how the new model’s remarkable 15-day preservation of fruit and vegetables1 makes it easier to enjoy fresher, healthier foods even when life gets hectic.
“Good Intentions” has been created as a digital first, cross-platform campaign that will be driven by programmatic advertising and features a creative concept by Wunderman Thompson, with digital handled by MRM/McCann and PR by Emanate. The campaign will make extensive use of online video placements, leveraging innovative rich media formats featuring video spots done by acclaimed director Roberto “Saku” Cinardi. With experience directing music videos, adverts and film and TV projects, Milan-based Cinardi brings a unique sense of style and prestige to the new campaign. His style is a perfect fit for Whirlpool’s award-winning premium W Collection appliance range, which offers a unique fusion of advanced technology and beautiful, high-end design.
“We wanted to express a sense of an aspirational world, where the exciting pace of life doesn’t always leave room for good intentions such as healthy eating,” explained Sergio Rodriguez, President and chief creative officer, Wunderman Thompson. “In the adverts we see all sides of this modern dilemma – the sense of luxury and of hurry, and how people are tempted by easy indulgences when finding time for healthy food at home is a challenge. This is why we show the appliance as an ally – always anticipating these occasions by offering style, convenience and a way to be healthy. We show people being able to skip the pizzeria because they know there’s fresh food to enjoy at home.”
The new ad will focus on the W Collection fridge freezer’s Dual No Frost cooling system with the ability to keep food fresher for longer. The new models let users store fresh fruit and vegetables anywhere in the fridge for up to 15 days, thanks to a suite of advanced technologies that helps to preserve their just-bought freshness. This longer shelf life allows users to still enjoy the health benefits of fresh ingredients, even if they can’t shop as frequently due to their busy, modern lifestyles.
“For consumers always lacking time, the ability to keep up with good intentions can really be the ultimate luxury,” said Mariana Santos, Head of Whirlpool Brand, Whirlpool EMEA. “We wanted to show how better technology in the kitchen can offer consumers the space and convenience to enjoy healthier choices without making compromises.”
The campaign has launched in France, Poland and Romania and will also be launched in Portugal, Belgium and Italy. During later phases of the campaign, users will also be retargeted with further, product-specific details relating to the W Collection Dual No Frost fridge freezer, offering greater insight into its premium design features, advanced temperature and humidity control technology, and smart space management. In France, the campaign will also include a significant lifestyle print media component, while in Poland, Portugal and Romania the new ad spot will also be aired on television.
1 Based on weight loss and visual quality, considering common fruits and vegetables. Internal test procedure.