Our industry-leading portfolio makes us one of a kind.

Brand Leadership

We’re proud that our brands have become a familiar backdrop for so many special memories in the lives of our consumers. Our industry-leading portfolio of brands allows them to engage with the brand specifically designed for their budget and lifestyle. Over the past 105 years, we have grown from a small washing machine company with one brand to become the world’s leading global manufacturer of major home appliances. With sales of approximately $21 billion in 2016, we now sell innovative products in nearly every country around the world.

For generations, Whirlpool built a brand based on simple familiarity and trust. Whirlpool launched the Every day, care campaign to shift the conversation away from technology to how the brand’s products fit seamlessly into the care families give.

Whirlpool believes the simple acts of care we give, day in and day out, have the power to change the world. The brand designs appliances that sense and adapt to the way families live, balancing the latest technology with innovation that exceeds expectations and helps consumers better care for their families, every day.

Whirlpool brand’s Every day, care campaign was recognized with two Effies in 2016. A gold Effie was awarded in the Renaissance category for “The Rebirth of an Iconic Brand,” and a bronze Effie was awarded in the Home Furnishings & Appliances category. The Effies are the preeminent award in the advertising industry and celebrate the most effective campaigns and brands of the year.

With Whirlpool brand’s new Front Load Washer and Dryer, busy families can skip adding detergent to every load with the Load & Go system, which includes a bulk dispenser that holds enough detergent to wash up to 12 loads(j) of laundry. The dryer’s Ecoboost option saves consumers money(k) by using less energy while still getting the same great drying performance.

(j)Based on an 8-lb load.

(k)Savings may vary across load type.

Brastemp introduced the Mini Brastemp Retro with modular compartments and flexible configurations. The Retro offers compact and stylish refrigeration for home or office.

Brastemp introduced a new media campaign reinforcing the brand’s position in the premium segment while also showing how we deliver quality, superior performance and high-end design. The campaign is expected to further enhance the brand’s already distinctive identity and strong consumer loyalty. In 2016, the brand was recognized by a leading Brazilian newspaper, Estadão, after a nationwide study showed Brastemp to be the country’s most engaging and preferred consumer appliance brand.

In 2016, Maytag launched a full suite of kitchen appliances and relaunched its award-winning washers and dryers. These products were supported by an innovative ad campaign that scored in the top quartile of advertising effectiveness. Social media marketing supporting the launches won the coveted international CLIO award. The depictions of the Maytag Man as the actual appliance, embodying the brand's characteristics of durability, power and dependability, resonated with consumers and the brand engaged with them via Twitter, YouTube and Facebook.
Maytag Working in Harmony Commercial

KitchenAid continues to bring inspiration through product innovation and brand strategy to both existing and new consumers. KitchenAid Small Domestic Appliances develops brand advocates by targeting consumers’ passions and aligning its marketing to focus on four specific areas: baking, healthy lifestyles and fresh food, coffee and breakfast, as well as its culinary category. The brand delighted consumers with the launch of the new Artisan Mini Stand Mixer. At 20 percent smaller and 25 percent lighter, it offers the same power and trustworthy performance as the brand’s Classic Stand Mixer. The Artisan Mini appeals to urban dwellers and international consumers while measuring up to the standards of the best bakers, food bloggers and chefs throughout the world.

The KitchenAid Pro Line Series blender provides consumers with the ultimate tool for making healthy, nutritious eating easier. Recipes blend easily with three pre-set Adapti-blend programs: Smoothies, Juices and Soups. The Smoothie program is ideal for fresh or frozen fruits and vegetables blended with liquid and ice. The Juice program is designed for blending liquid with fresh fruits and vegetables. The Soup program is designed for use with the Thermal Control Jar, allowing consumers to heat soup fast and retain hot temperatures.