Positioning a washingmachine as luxurious or high-end without just touting its cosmetic appeal seems impossible, but Leo Burnett (Milan) achieved it swimmingly (oh, pun) in this spot for the Ariston Aqualtis.
High-income women who value elegance and aesthetics in their home, especially in their other appliances, now have a home with the Ariston brand. In terms of positioning against GE and Maytag, this campaign catapults Ariston into a lifestyle brand, not just a boring but reliable appliance. If Ariston expanded from Italy to the US and targeted the very high-end, image-conscious consumer, it would find great success.
How does it clean my clothes? Who cares? Leave that to Tide, Gain, and Purex to battle out.
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