Winner Status: Category Winner

Client/Brand: Whirlpool Creative Studios (Whirlpool Corporation)
Agency: 

Headline:
KITCHENAID® DISHWASHERS KEEP UP WITH WHAT YOU COOK UP

Campaign Summary:
KitchenAid introduced the first in-home dishwashers and led the category for decades. But as new competitors crowded in, the resulting sea of stainless washed away brand differentiation and eroded market share.

With the launch of an innovative new line, KitchenAid identified an opportunity to become the biggest player in the growing three-rack segment, elevating the appliance’s role from afterthought to essential tool for more making.

By showing Makers who create boldly the value of a dishwasher they can load fearlessly, the brand cleaned up with record-setting retailer participation, reclaiming #1 selling dishwasher status one month after displays reached stores.

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Client Credits:
Renee Mahoney
Melanie Thole
Kelly Neill
Emily Nickerson
Kristin Toney







Agency Credits: 
Tim Whitney Go For Launch
Devynn May
Brian Ellis