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Industry News

Published on November 8th, 2013 | by The GC Team


Beko puts water efficiency in the spotlight

Beko is back on television screens this month highlighting the brand’s commitment to developing energy- and water-efficient appliances.

The brand has teamed up with dishwasher detergent producer Finish as part of a category-driving campaign to push sales of high-efficiency Beko models and to dispel consumer myths about dishwashers.

The new TV campaign demonstrates just how little water a Beko dishwasher uses by translating quantities of water into clear visual comparisons. The ad begins with a bath full of water, with the receptacles becoming smaller and smaller, down to a washing-up bowl, before showing Beko’s latest, smart 6-litre DSFN6839W dishwasher, explaining to viewers that no other model on the market uses less water to clean a full load.

The ad will run across mainstream channels from today, 21st October, until 16th November this year.

Beko’s partnership with Finish will also offer consumers six months’ worth of free Finish Quantum dishwasher tablets with the purchase of selected dishwashers.

Teresa Arbuckle, marketing director for Beko, commented: “Consumers will be surprised to see how little water a Beko dishwasher uses to clean a full load. Water efficiency remains an area of real focus and innovation for us and we hope that this new advert will highlight to consumers that a dishwasher needn’t cost the earth to run, which is particularly pertinent at a time when many are concerned about rising household costs.

“There is often so much jargon around energy efficiency and electrical appliances generally; we want to simplify it to ensure our consumers can clearly see the benefits of our products. As an added bonus, we are excited to be able to offer customers six months’ worth of Finish with the purchase of selected models including our smart 6-litre model.”

Jerome Lemaire, marketing director at Reckitt Benckiser, manufacturer of Finish, said “we are confident that this new campaign will drive consumers to reconsider the category.”

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