Maytag® Introduces New Brand Character, the Maytag Man

Advertising Icon Evolves into New Role as a Machine, Brings New Meaning to 
Dependability 
TORONTO, Jan. 9, 2014 /CNW/ - Today, appliance manufacturer Maytag® launched 
an integrated marketing campaign introducing the new face of the brand, the 
Maytag Man. A transformation of the widely known and iconic Maytag Repairman, 
the Maytag Man now has a brand new role as the machine. He will greet 
consumers as a Maytag® appliance, the human embodiment of the brand's core 
values of reliability, durability and power. 
"No longer is our brand character sitting idle, lamenting his boredom due to 
Maytag brand's legendary inability to breakdown," said James Oh, vice 
president of marketing at Whirlpool Canada. "The Maytag Man is now the actual 
machine, symbolizing the reliability, durability and power that Maytag® 
appliances are known for." 
While the iconic blue suit and hat remain, the Maytag Man has an entirely new 
purpose. He is the machine - nestled in the kitchen baking a turkey, potatoes 
and mini cupcakes to perfection as a large-capacity double oven. He is tucked 
under the counter, cutting through hard-to-scrub grease as a Maytag® 
Jetclean® dishwasher with PowerBlast™ cycle and the most powerful motor on 
the market.* 
Outside of the kitchen, the Maytag Man is eliminating tough stains with Maytag 
brand's PowerWash® high-efficiency system, providing the best cleaning in the 
industry.** He performs each task that an appliance would perform - cleaning 
and washing with the diligent focus, effort and dependability that a Maytag® 
appliance employs. 
"The Maytag Man is a creative interpretation of our motto, 'What's Inside 
Matters®,' illustrating all the human and relatable virtues that exist inside 
appliances - performance, dependability, power," said Oh. "We want to 
recognize and draw a connection to individuals who work with strength, 
resilience and persistence, just like our appliances, to get the job done." 
The character will come to life through a series of videos that depict him as 
the machine, performing the duties that any dependable Maytag® machine would 
to keep a household running smoothly. The videos portray the Maytag Man 
physically representing and speaking as the appliances - from holding a 
variety of foods and "running" in place as a refrigerator to scrubbing dirty 
dishes, crouched where a dishwasher would typically reside. The character's 
matter-of-fact helpfulness, humourous quips and dependable, machine-like 
behavior aim to depict Maytag brand's key attributes of reliability, 
durability and power. 
As part of the multi-million dollar campaign across North America that will 
support current and new product launches for 2014 kitchen and laundry 
appliances, people across the country will be introduced to this new character 
in a variety of ways during the year. The Maytag Man will be featured in a 
Canadian national television advertisement launching mid-April, and viewable 
online beginning January 23( )on YouTube and on www.Maytag.ca. 
He'll also be promoted through interactive digital elements and support with 
the Maytag Canada Facebook page and Twitter presence beginning January 23 at 
www.facebook.com/MaytagCanada and @Maytag_CA respectively. In addition to 
interacting with fans via the brand's Canadian Facebook page, he'll be 
reaching them in stores nationwide beginning June 2014. 
For more information on the Maytag Man and all of Maytag brand's appliances, 
please visit www.Maytag.ca. 
*Among leading brands
**Based on a 20 lb. load, among leading front load brands, PowerWash® cycle 
vs. comparable cycles and default settings 
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 66 manufacturing and technology 
research centers around the world. For more information on any Maytag brand 
appliance, visit www.Maytag.ca
 

SOURCE  Maytag 
Contact: Talina Titizian  Maytag Brand  905-821-6673  
talina.titizian@maytag.ca 
Cassie Prosper Hill+Knowlton for Maytag Brand 416-413-4618 
cassie.prosper@hillandknowlton.ca 
Image with caption: "Maytag introduces the new Maytag Man bringing "What's 
Inside Matters" motto to life. Iconic figure embodies brand pillars of 
dependability, reliability, and power. (CNW Group/Maytag)". Image available 
at:  
http://photos.newswire.ca/images/download/20140109_C7727_PHOTO_EN_35405.jpg 
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CO: Maytag
ST: Ontario
NI: NP  
-0- Jan/09/2014 14:21 GMT