Winner Status: Category Grand Prize Winner

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

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

Campaign Summary:
KitchenAid broke through the sea of stainless at retail with the FreeFlex™ Rack Dishwasher launch by taking shoppers on a journey that turns loading possibilities into cooking possibilities, elevating the appliance’s role from afterthought to essential tool for more making.

Just as three-rack dishwashers free Makers to follow their inspiration wherever it leads, this strategy freed the brand from competing on technical specs to instead lead with passion.

By grounding the shopper experience in the excitement of making, 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