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Industry News

Published on February 11th, 2021 | by The GC Team


Digital consumer marketing campaign promotes Miele’s eco credentials

Premium domestic appliance manufacturer Miele is to embark on a major consumer digital marketing campaign to promote its sustainability credentials. 

“Obsessed with quality that lasts” will incorporate 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 initiative 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 logo for use in its marketing material.

Helen Pyman, Marketing Director for Miele GB, said: “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.”

Miele washing machines, dishwashers and vacuums are tested to last for the equivalent of 20 years of use.  In 2021, Which? found them to have an estimated average lifespan of more than 21 years.

The new Which? Eco Buy initiative scrutinises the sustainability of appliances.  It will initially focus testing on washing machines and dishwashers that have the least harmful impact on the environment while still saving consumers money.  It also looks at the repairability of the appliance to test how easy it is to repair common faults and also takes into account energy efficiency and water usage.

Miele’s WWI 860 Washing Machine is one of the first washing machines to receive the Eco Buy.

Which? has also awarded Miele 53 out of a possible 54 Best Buys in the past two years (Jan 2019 – Jan 2021). The German brand was also awarded Which? Large Kitchen Appliance Brand of the Year 2020.  

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