Westinghouse, the iconic appliance brand celebrating 80 years in Australian and New Zealand homes, has launched a new brand equity platform entitled ‘Happy to Help’ – reaffirming its position as the quiet and reliable helping hand in the home that, when called upon, will step up and help out, so people can get back to living.
The platform demonstrates the role that Westinghouse plays in both the big and small moments in life, from birthdays to Tuesday dinners, by supporting households with functional, efficient, and uncomplicated appliances that deliver what they promise on the box.
The hero creative film tells the story of a dinner party gone wrong, thanks to a lively Grey Morwong fish who has other plans, with Westinghouse quietly stepping up to the plate to save the day. With this film, Westinghouse challenges the whitegoods category stereotypes and conventions by using humour and a storyline that emotionally connects with consumers who’ve been drowning in rational category messaging.
“Most adults have an inherent affinity with Westinghouse – it’s a brand that we grew up with and have interacted with from childhood through to adulthood,” says Electrolux Group’s ANZ Marketing Director, Richelle Barker.
“For 80 years, Westinghouse has played a supporting role in our day-to-day lives, quietly pitching in without complaint or drama to help out when life gets out of control, and that’s exactly what the new Happy to Help platform is about.”
The ‘Happy to Help’ launch coincides with the release of the new Aspire+ kitchen and laundry range featuring over 50 new products that have been designed and built for Aussie and New Zealand households.
From ovens, cooktops, rangehoods and microwaves, plus new dark washing machines and dryers, the new range compliments the already existing dark fridges to provide families with a whole home solution. The new Aspire+ range boasts functional, efficient, and uncomplicated appliances that help take care of people’s homes so they can focus on living.
“Westinghouse is one of the largest and most iconic brands in its category in Australia and in fact, one of the largest brands by volume in the Electrolux Home Products portfolio, making Australia a critical market for Westinghouse,” says Electrolux ANZ Managing Director, Kurt Hegvold.
“We’re thrilled that with the launch of this new range we can offer Australians and New Zealanders uncomplicated appliances that make life easier and let them get back to the things that really matter,” continues Hegvold.
The campaign launched on Monday 4 September and will roll out across paid, owned and earned channels. For more information visit www.westinghouse.com.au.
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Mark Goodwin – mark.goodwin@electrolux.com
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