Maytag® Introduces New Brand Character, The Maytag Man

            Maytag® Introduces New Brand Character, The Maytag Man

American Advertising Icon Evolves into New Role as a Machine, Brings New
Meaning to Dependability

PR Newswire

BENTON HARBOR, Mich., Jan. 9, 2014

BENTON HARBOR, Mich., Jan. 9, 2014 /PRNewswire/ -- 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 America as a Maytag® appliance, the human embodiment of
the brand's core values of reliability, durability and power.

To view the multimedia assets associated with this release, please click:

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"No longer is our brand character sitting idle, lamenting his boredom due to
Maytag brand's legendary inability to breakdown," said William Beck, senior
director of Whirlpool, Maytag, Value Brands & Channel Marketing. "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 Beck. "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, humorous 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 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 four national television ads
airing March 3, and viewable now online on YouTube and
He'll also be promoted through interactive digital elements and support,
launching January 13, and will debut a new Twitter presence, @TheMaytagMan –
an online voice for the machine – on January 9. The Maytag Man will be
tackling tasks across the country, popping up in select cities this winter and
spring, interacting with fans via the brand's Facebook page, and reaching
stores nationwide in June 2014.

For more information on the Maytag Man and all of Maytag brand's appliances,
please visit

*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

Maytag Man debuts in his brand new role – as the machine. As a Maytag
dishwasher, he cuts through hard-to-scrub grease and tackles stubborn, sticky
food residue like only a Maytag can.

Maytag Man debuts in his brand new role – as the machine. As a Maytag
large-capacity double oven, he bakes turkey and potatoes to perfection.

Maytag Man debuts in his brand new role – as the machine. As a Maytag
refrigerator, he serves as the human embodiment of the reliability,
durability, and power found inside Maytag appliances.

Maytag Man debuts in his brand new role – as a machine. As a Maytag Washer and
Dryer, he eliminates tough stains with Maytag’s PowerWash® system, the
best-cleaning front load washer in the industry.

To view the multimedia assets associated with this release, please click:

SOURCE Maytag Brand

Contact: Monica T. Clark, Maytag Brand, 269.923.7405,;
Katie Trotsky, Ketchum for Maytag, 312.228.6883,
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