Whirlpool has launched a new campaign based on the idea that "every chore is an act of love." The company acknowledges that while chores are a drag, they are also a way that we show our families that we care. (Baar, A.)
Maybe they are fans of Gary Chapman's book The Five Love Languages, which mentions "acts of service" as being one way people express their feelings.
But I am reminded of an idea McCann-Erickson pitched to them in the mid-90's. In developing it, we discussed the fact that people do not manage their homes but rather create them, as an act of love. The brand essence we presented was -- Home is Joy. They ran away from the room as fast as they possibly could!
So what do you think of this approach? Will it be effective? Think about the strategy first, then take a look at the execution and decide.
Baar, A. (2014, October 7) Whirlpool Wants To Change Idea of 'Chore' mediapost.com. Retrieved October 10, 2014, from