CLIENT
Whirlpool Brasil
Allyne Magnoli, Marketing Director
AGENCY
Anna Martha Silveira, ECD
Bibiana Saldanha, Content Director
Bruna Rodriguez, Planning Director
Elton Longhi, Account VP
Fernanda Geraldini, Production Director
Marcelo Rizério, ECD
Renata D'Avila, CSO
Ricardo John, CEO + CCO
Tiago Oliveira Santos, Media VP
Thiago Iusim, Account Director
Marcella Huche, Strategy Manager
SUMMARY
Brastemp, Brazil's #1 brand of washing machines, was struggling to drive sales in a highly competitive and commoditized industry.
The category is also fraught with inequality: women still spend twice as much time as men on household chores. Laundry remains a women-only territory – and the media only reinforces this behavior.Brastemp decided to fight this by creating a fictitious technology that would allow anyone – not just women – to do the laundry.
The results:
+2.1 pp market share, 2x above the segment.
8x more conversations about the issue.
