Getting international dealers excited
about doing laundry.

Client: Maytag International

Campaign: New look, same laundry heritage.

Project: When Maytag launched a new European style washer and dryer around the world, they needed to create some excitement in the international dealer channel. Instead of sending the same old product packet for the binder, this integrated communication program was designed to get attention. First dealers received a pop-up mailer highlighting the new design and size of the product. Then each dealer’s launch kit arrived in a laundry bag with a Maytag towel and an array of sales tools inside. Language-specific mini-pocket guides were included to help retailers sell this product more effectively and control the brand message.

Deliverables:
• International Launch Theme
• Launch Kit in a Laundry Bag
• Promotional Towel
• Pre-Launch Pop-Up Mailers
• Sales Tools and Product Information
• Mini-Pocket Guides in Multiple Languages