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Miele launches digital consumer marketing campaign and is first brand to license use of Which? Eco Buy washing machine accolade


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erman premium domestic appliance manufacturer, Miele is to embark on a major consumer digital marketing campaign to promote its sustainability


credentials. The campaign entitled, ‘Obsessed with quality that lasts’ will encompass activity across a broad spectrum of platforms including digital display and social media advertising, online point of sale, influencers, podcast sponsorship and PR. The campaign will evolve throughout the year and is designed to build brand awareness and communicate sustainability features and benefits across all Miele product categories.


The campaign follows the introduction in November last year of the new ‘Which? Eco Buy’ recommendation, awarded to four Miele Washing Machine products. Miele is the first brand to licence the new Which? Eco Buy Washing Machine accolade for use in its marketing material. Helen Pyman, Marketing Director for Miele GB says, “Now more than ever, customers are increasingly wanting to reduce their carbon footprint and make better, more informed choices when it comes to buying major domestic appliances. They want to know that their appliances come from manufacturers who care about the environment, who build products that not only improve their lives, but also use less energy and are built to last so that they don’t have to be replaced often. At Miele, our philosophy is to be Immer Besser – forever better – in all that we do. The new Which? Eco Buy accolade is a highly valued, independent endorsement of everything the Miele brand stands for and we’re proud to include this in our new sustainability marketing campaign.”


Indesit reveals how chores were shared during lockdown I


ndesit continues to focus on the gender imbalance of sharing the domestic


chores as part of its #DoItTogether campaign. The recent Indesit study explored how chores were divided during the UK lockdown, and how children were involved in helping with housework. Indesit found that almost 68 per cent of women feel that in the last year they have had to juggle more household chores than ever before. Although 66 per cent of women believe that they are setting a good example by sharing household duties with their family, promoting equality where they can, 67 per cent still feel overwhelmed by the sheer volume of chores and tasks that fall to them with over a third (37 per cent) having to do everything themselves. However, while women tend to do the chores more often, men are often found doing their bit by washing dishes (65 per cent), taking out the rubbish (65 per cent) and vacuuming (62 per cent). The Indesit #DoItTogether campaign is designed to encourage families to think about how


to share the chores fairly, in addition to highlighting that educating children, and getting them involved in the housework, is the right way to move forward to combat gender imbalance. Charmaine Warner, Indesit Brand Manager, Indesit, says: “Right now, given we’re spending so much more time at home, it’s the ideal time to rethink how we’re sharing chores and how our habits might be rubbing off on our children. At Indesit, we believe it is vital to share the chores equally, to lighten the load and ensure children learn the importance of equality for future generations. We conducted a lockdown survey to find out how families coped and if children were becoming more involved in the completing the household chores. “We’re delighted to learn that children are helping out at home, with 43 per cent vacuuming, 42 per cent feeding family pets and 39 per cent washing the dishes. We strive to manufacture intuitive, straightforward appliances that allow all members of the family to get great results with minimal effort and hope to play a part in lightening the load for families.”


February 2021 www.innovativeelectricalretailing.co.uk | 9


Hoover launches brand-new cordless vacuum with ultimate manoeuvrability


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oover has bolstered its cordless stick vacuum portfolio with


a brand-new model boasting new features, effective performance and full flexibility to reach up high and down-low places. Including Hoover’s renowned H-LAB Flat&Drive


Floor Nozzle, the H-FREE 300 provides the utmost manoeuvrability; 180-degree swivel and 90-degree recline. Plus, the Quick Park&Go feature means it can stand up on its own, too. Designed to completely eradicate dust and


debris for a deeper home clean, the H-FREE 300 benefits from a brushless Direct Impulse Motor and Dual LED DustLocator Lights to clean thoroughly all over the home. Operating three times quieter than previous models thanks to reduced friction and quieter vibrations, the vacuum provides a consistent power output through a highly-efficient motor that picks up debris effectively, meaning no dirt gets left behind. Dave Matthews, business director at Hoover


SDA, said: “As the founder of the vacuum cleaner, it is important we continue to create state-of-the- art products to make our customers’ lives easier. “In this time of remote working, it’s vital to


ensure the upkeep of your home to maintain a fresh, clean space for ultimate productivity, which the H-FREE 300 is more than capable of providing. “The H-FREE 300 is an easy-to-use vacuum


to make cleaning a simpler task that requires minimal effort, which is a necessity after a long day at work!”


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