WHIRLPOOL’S AD FOR PROTTON REFRIGERATORS EXPLORES ‘THE SOUND OF FRESHNESS’
Whirlpool has launched a new campaign for its new Protton World Series Frost Free refrigerator. Created by FCB Ulka, the campaign aims to promote the refrigerator’s 6th Sense ActiveFresh Technology feature that helps fruits and vegetable remain fresh.
With this, the brand is also highlighting its new position ‘Designed to delight’ and explores the sound ‘freshenss’ makes.The film opens to a young couple in the kitchen on a lazy morning. They then takes an assortment of vegetables – carrots, lettuce, lemons and the works, from their Whirlpool refrigerator and just make music from the different sounds of their freshness.
Speaking about the campaign, Sridhar Iyer, senior vice president, FCB Ulka, said, “The Protton TVC from Whirlpool clearly establishes a new way of evaluating freshness within the category, the concept of sound of freshness stemmed from consumer observations as they go through the process of buying fresh grocery day in and day out.”
Added Sanjay Sharma, group creative director, FCB Ulka, “Freshness has several manifestations and most of them have already been explored. ‘The sound of freshness’ sounds fresh. We might not realize it, but seek this sound of freshness every now and then in the vegetables and fruits we buy. Hence, a fertile territory never explored in the refrigerator category, but extremely relevant.”
Vipul Sabharwal, VP, sales and marketing, Whirlpool, too commented on the campaign. He said, “The Frost Free refrigerator category is an important category for Whirlpool, in which it has multiple products. We chose Protton World Series refrigerator to be the flag bearer in the TV medium because it truly embodies our new positioning ‘Designed to Delight’. Its 3-door format is exquisitely crafted, the 6th SENSE ActiveFresh Technology with Moisture Retention and MicroBlock ensure unparalleled bacteria-free freshness, and there is a captivating range of finishes to choose from. FCB Ulka has taken each of these elements and created an advertisement that is persuasive and entrancing. We are excited by the trade and consumer response and are confident that our ambitious share objectives will be met.”