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Industry News

Published on June 23rd, 2021 | by The GC Team

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Miele Launches Global Brand Campaign

Miele has launched a global brand campaign that will run in 49 countries around the world, with the theme “Quality Ahead of its Time”, highlighting Miele’s reputation for craftsmanship, performance and sustainability. The emphasis on long-lasting performance “makes an important counterpoint to a throwaway culture.”

Dr Axel Kniehl, Executive Director Marketing and Sales at Miele Group, said: “The past year with its enormous volatility and uncertainty has been tough for everybody. We know that the Miele brand ultimately is all about trust, and with this campaign we are reinforcing everything that our brand stands for. Miele’s commitment to quality is also reflected in its approach to sustainability, which will be a key focus of the new brand campaign. Earlier this year, Miele announced its commitment to become climate neutral in all its locations from 2021.

Dr Stefan Breit, Executive Director Technology, added: “The global pandemic has focused people’s minds, it has reminded consumers what’s truly important – and that’s why they are increasingly making sustainability one of their top priorities. “We’ve always said that longevity is the ultimate form of sustainability. That’s why Miele’s products are designed for long-lasting performance, giving consumers not only a huge return on their investment but also the knowledge of a smaller environmental footprint.”

‘Quality Ahead of its Time’ was created by Hamburg-based advertising agency Select World and will evolve over time with “new perspectives that bridge Miele’s values and customers’ needs.” The campaign’s visuals are the work of director Dan Tobin Smith.

Barbara Castegnaro, Senior Vice President Brand and Customer Experience, concluded: “Miele’s products have always been known for their unbeatable quality, but that doesn’t happen by accident. Buy less, buy better. That’s why our products are simply an expression of our core values as an organisation.”

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