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What’s Inside Matters


After more than a century of the Maytag name being synonymous with dependability, it was time to give the brand a modern facelift.  

The Maytag name has stood for good old-fashioned American dependability for over 100 years, even spawning the iconic Maytag Repairman.

We were tasked with reframing Maytag dependability in a way consumers could relate to, while also distinguishing the brand from its more tech-focused competitors.  

We didn’t just revive our brand icon, we transformed him. The new Maytag Man represents the appliances: Tough, good-looking and relentlessly dependable.

 He spoke to consumers through TV, online and social media in a voice that was trustworthy with just the right amount of American humor. 

Maytag became one of the most talked about brands of the year. The integrated campaign increased brand awareness by 50% lift and preference by 27% lift.

 In under six months, Facebook followers grew from 21,000 to over 1.3 millions and purchase intent and market share increased for the first time in more than 3 years. Now that’s a man you can depend on.