Maytag®: No Smear Election

Maytag’s new fingerprint-resistant stainless steel kitchen appliances would launch during one of the nastiest U.S. election cycles ever. So Ketchum and its partners encouraged the brand to stand for “keeping things clean in 2016”. We created a Chrome desktop social media plug-in to replace nasty political posts with upbeat, non-partisan content. The idea truly cleaned up for the brand, generating extensive earned media and online conversation, as well as strong demand for the new appliances.

awards
  • 2017 PRSA Silver Anvils Award of Excellence
  • 2017 PRSA Chicago Skyline Awards Winner