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Maytag® Brand - No Smear Election

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Maytag® Brand - No Smear Election

Nobody likes smears. To launch Maytag brand’s new fingerprint resistant stainless steel kitchen appliances during one of the nastiest U.S. election cycles in history, Ketchum and its agency partners counseled the brand to stand for “keeping things clean in 2016”— creating a Chrome desktop social media plug-in to block nasty political posts and replace them with upbeat, non-partisan content. The daring idea definitely “cleaned up” for the brand, generating extensive national earned media and online conversation, as well as strong awareness and demand at retail for the new Maytag new fingerprint resistant kitchen appliances.

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