Whirlpool, a leader in the agitator category with over 100 years of laundry expertise and 50% market share, is facing growing competition. To defend its core products, Whirlpool is launching the innovative 2-in-1 agitator, offering consumers customizable washing options with a removable agitator—an industry first.
DATE
2021
AGENCY
Aisle Rocket
CLIENT
Whirlpool
Project Overview
Challenge
Create a digital experience to educate Whirlpool’s target consumer on their new laundry innovation by showing how it disrupts conventional thinking, highlights Whirlpool as a leading-edge brand, eliminates the need to choose between an agitator or impeller, and defends Whirlpool’s position in the top load laundry space.
Disrupted conventional thinking that Whirlpool’s consumers have to work around appliances
Increasing perception that Whirlpool is leading edge
Eliminating the mindset that a top load laundry shopper has to select between agitator or impeller
Helped with defending and reclaiming the top load laundry space
Show customization in action
We aimed to connect with Whirlpool’s target consumers, the Experiential Connectors, by creating sections that showcased use cases reflecting their positive outlook and creative problem-solving skills. In the first section, we designed it so users can easily see how to remove and attach the agitator just by scrolling through.
After users understand how the agitator works, we designed the next section to demonstrate how the new appliance can help their target market streamline their laundry routine. This way, they can spend more time and energy on what truly matters to them: their family and friends.
make buying a no-brainer
We wanted to show consumers that they can find a model with this innovation that fits both their feature needs and their budget. To make decision-making easier, we created a simplified comparison chart. We designed the layout with icons and simple headers to visually display each model's features, enhancing scannability.
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