Miele launches new brand campaign "Once Miele, always Miele"
To mark its 125th anniversary, the company is emphasizing the value of quality, enjoyment and timeless design in its products.
In the year of its 125th anniversary, Miele pauses for a moment to reflect on what the company has learned throughout its history - from its development and design processes as well as from customers' experiences with Miele products. This gave rise to the idea for the "Once Miele, always Miele" campaign. It is based on the conviction that once customers have experienced the quality, reliability and intuitive product experience that the world's leading provider of premium domestic and commercial appliances stands for, there is nothing else like it. The campaign captivates with emotional and captivating images at brand and product level.
Enriching life at home
"The holistic experience of outstanding value, performance and timelessly elegant design delights and inspires millions and millions of people around the world," says Thorsten Brandt, Senior Vice President Brand and Customer Experience at the Miele Group. Experiences with Miele shape people's expectations and attitudes towards their domestic appliances and enrich their lives at home. "The 'Once a Miele, always a Miele' campaign taps into this feeling in a clear and emotional way," Brandt continues.
The multimedia campaign launched in September is being rolled out in 49 countries, including Switzerland, and presents a variety of household appliances - focusing on the areas of "Kitchen" and "Cleaning". The campaign combines emotional images with exclusive functions that fascinate and inspire. These include steam ovens with the HydroClean automatic self-cleaning function and dishwashers with the unique AutoDos dispensing system with integrated PowerDisk.
Wieden+Kennedy in charge
The creative vision for this campaign was developed by the Amsterdam office of global creative agency Wieden+Kennedy. Ramona Todoca and Edouard Olhagaray, creative directors at Wieden+Kennedy Amsterdam, explain: "Miele is known for producing appliances with a uniquely high standard of quality, so with this campaign we wanted to build a story about how this feels from the consumer's point of view. It shows that Miele appliances are not just commodities, but reliable helpers that we build a long-term relationship with."
The campaign will run in Switzerland from September to December 2024 across various media, including TV, out-of-home, cinema, print and digital.
