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SYS-CON MEDIA Authors: Robin Kent, Pat Romanski, Jason Bloomberg, Lori MacVittie, Elizabeth White

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Maytag® Introduces New Brand Character, the Maytag Man

Advertising Icon Evolves into New Role as a Machine, Brings New Meaning to Dependability

TORONTO, Jan. 9, 2014 /CNW/ - Today, appliance manufacturer Maytag® launched an integrated marketing campaign introducing the new face of the brand, the Maytag Man. A transformation of the widely known and iconic Maytag Repairman, the Maytag Man now has a brand new role as the machine. He will greet consumers as a Maytag® appliance, the human embodiment of the brand's core values of reliability, durability and power.

"No longer is our brand character sitting idle, lamenting his boredom due to Maytag brand's legendary inability to breakdown," said James Oh, vice president of marketing at Whirlpool Canada. "The Maytag Man is now the actual machine, symbolizing the reliability, durability and power that Maytag® appliances are known for."

While the iconic blue suit and hat remain, the Maytag Man has an entirely new purpose. He is the machine - nestled in the kitchen baking a turkey, potatoes and mini cupcakes to perfection as a large-capacity double oven. He is tucked under the counter, cutting through hard-to-scrub grease as a Maytag® Jetclean® dishwasher with PowerBlast™ cycle and the most powerful motor on the market.*

Outside of the kitchen, the Maytag Man is eliminating tough stains with Maytag brand's PowerWash® high-efficiency system, providing the best cleaning in the industry.** He performs each task that an appliance would perform - cleaning and washing with the diligent focus, effort and dependability that a Maytag® appliance employs.

"The Maytag Man is a creative interpretation of our motto, 'What's Inside Matters®,' illustrating all the human and relatable virtues that exist inside appliances - performance, dependability, power," said Oh. "We want to recognize and draw a connection to individuals who work with strength, resilience and persistence, just like our appliances, to get the job done."

The character will come to life through a series of videos that depict him as the machine, performing the duties that any dependable Maytag® machine would to keep a household running smoothly.  The videos portray the Maytag Man physically representing and speaking as the appliances - from holding a variety of foods and "running" in place as a refrigerator to scrubbing dirty dishes, crouched where a dishwasher would typically reside. The character's matter-of-fact helpfulness, humourous quips and dependable, machine-like behavior aim to depict Maytag brand's key attributes of reliability, durability and power.

As part of the multi-million dollar campaign across North America that will support current and new product launches for 2014 kitchen and laundry appliances, people across the country will be introduced to this new character in a variety of ways during the year. The Maytag Man will be featured in a Canadian national television advertisement launching mid-April, and viewable online beginning January 23 on YouTube and on www.Maytag.ca.

He'll also be promoted through interactive digital elements and support with the Maytag Canada Facebook page and Twitter presence beginning January 23 at www.facebook.com/MaytagCanada and @Maytag_CA respectively. In addition to interacting with fans via the brand's Canadian Facebook page, he'll be reaching them in stores nationwide beginning June 2014.

For more information on the Maytag Man and all of Maytag brand's appliances, please visit www.Maytag.ca.

*Among leading brands
**Based on a 20 lb. load, among leading front load brands, PowerWash® cycle vs. comparable cycles and default settings

About Maytag Brand

For more than a century, Maytag brand appliances have been synonymous with dependability and durability. Through the commitment of Whirlpool Corporation, Maytag brand's enduring tradition of quality production and performance continues to thrive. Exceptionally durable, commercial-grade components are found in many Maytag brand appliances - including Maytag® Maxima® front-load and Maytag® Bravos® top-load washers and dryers. Maytag brand is part of the Whirlpool Corporation, the world's leading manufacturer and marketer of major home appliances, with annual sales of approximately $18 billion in 2010, 71,000 employees, and 66 manufacturing and technology research centers around the world. For more information on any Maytag brand appliance, visit www.Maytag.ca


SOURCE Maytag

Image with caption: "Maytag introduces the new Maytag Man bringing "What's Inside Matters" motto to life. Iconic figure embodies brand pillars of dependability, reliability, and power. (CNW Group/Maytag)". Image available at: http://photos.newswire.ca/images/download/20140109_C7727_PHOTO_EN_35405.jpg

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