BENTON HARBOR, Mich., April 13, 2011 /PRNewswire/ -- Maytag brand has launched a new advertising campaign under the banner What's Inside Matters™.  The storytelling ads emphasize not only the durable, dependable parts Maytag brand puts in every appliance, but the importance of the things people put inside as well, and the urgencies surrounding them. From a favorite doll to mom's best cookies, Maytag brand makes appliances that are dependably built for the things people depend on.

(Logo:  http://photos.prnewswire.com/prnh/20081218/MAYTAGLOGO )

Maytag brand's creative agency, Arc Worldwide, the marketing services agency of Leo Burnett, created two commercials to launch the program titled "Two for Tea" and "Always Around."  Focused on laundry, the two spots follow the adventures and misadventures of a family blanket and favorite doll, encountering stains along the way, and showing how Maytag® parts and technology work together to care for these items when they're needed most.

"We pinpointed why dependability matters for consumers and what that means for Maytag as we developed this campaign," said William Beck, director of Maytag marketing. "On an emotional level, we know it's about more than how the appliances are made and the specific high-performing parts inside.  A washer and dryer must properly care for valued items like a child's beloved stuffed animal or a favorite shirt to be dependable, and that's what we believe is conveyed with this campaign."

For more than 100 years, Maytag brand has been making dependable appliances with durable commercial grade parts. Maytag brand's previous campaign emphasized that fact with the slogan Better Built. Today, that message is coupled with a focus on what consumers put in the appliance—the things they need cooked, cleaned or chilled every single day.

"It was time to expand on the parts and pieces story and put a more relevant, human spin on dependability," said Jim Paul, VP/Creative Director at Arc Worldwide.  "What's Inside Matters™ allows us to add an emotional dimension and give consumers more of a reason to care about our dependability.  Now when they hear about all those commercial grade parts, they'll know why we put them there."

The launch of the campaign follows the introduction of the Maytag® Maxima™ front-load laundry series last fall. The Maxima™ washer offers the best cleaning in the industry enabled by the PowerWash™ cycle*.  

"Always Around" began airing on network and cable channels nationwide on April 4. "Two for Tea" will air beginning May 30. Future campaign installments will look at What's Inside Matters™ when it comes to the kitchen.  In addition, the campaign's focus on dependability will further extend to consumers, employees and retail with online and offline initiatives launching in 2011.

About Maytag Brand  

For more than a century, Maytag brand appliances have been synonymous with dependability and durability. Through the commitment of Whirlpool Corporation, Maytag brand's enduring tradition of quality production and performance continues to thrive. Exceptionally durable, commercial-grade components are found in many Maytag brand appliances – including Maytag® Maxima front-load and Maytag® Bravos® top-load washers and dryers. Maytag brand is part of the Whirlpool Corporation, the world's leading manufacturer and marketer of major home appliances, with annual sales of approximately $18 billion in 2010, 71,000 employees, and 67 manufacturing and technology research centers around the world. For more information on any Maytag brand appliance, visit http://www.maytag.com.

*Among leading competitive brand front load washers; comparable cycles, using default settings.

SOURCE Maytag Brand