Miele UK – W1 Washing Machine Launch Campaign
When Miele launched their new W1 washing machine range, they needed more than just attractive visual, they needed a full-service campaign to support their trade partners, excite retail staff, and introduce consumers to a new benchmark in laundry technology.
With the brief confirmed, we set out to create a cohesive suite of materials that would support the entire product lifecycle — from initial trade engagement to in-store awareness and consumer interest.
The first step was to develop the core brand messaging. The New Standard in Clean gave us a clear foundation: confident, direct and aspirational. We paired this with bold product photography, clean graphic layouts, and a premium palette that remained true to Miele’s identity.
We produced a full Dealer Launch Pack which included an attention-grabbing display box, Z-cards for quick reference, detailed product information sheets, and pricing guides. These were designed not only to inform but to excite — giving sales teams the tools they needed to understand and promote the W1 range effectively.
To extend the campaign reach, we designed impactful trade press ads, animated online banners, and large-format display graphics. The messaging was consistent throughout — clear, confident and visually polished. We also supported event branding, with the W1 campaign featuring prominently at the Ideal Home Show at Earls Court and even hitting the streets of London via a branded black cab campaign.
This campaign drew on our long-standing relationship with Miele. We know their tone of voice, their product strategy, and their expectations around quality and attention to detail. That allowed us to act quickly, make confident decisions, and deliver a campaign that was on-brand from start to finish.
Equally important was our understanding of the UK retail and trade environment. We know that sales assistants, dealers, and store managers are often short on time and overwhelmed by product information. That’s why everything we produced — from the Z-cards to the display stands — was created with clarity, efficiency, and real-world usability in mind.
The W1 launch was a major success, supported by widespread in-store visibility, high engagement from trade partners, and strong consumer interest. The multi-channel campaign gave Miele’s sales and marketing teams the tools they needed to promote the new product confidently and consistently.
By blending strategic messaging with creative execution, we helped Miele introduce their most advanced washing machine range to date — and reinforce their leadership in the UK premium appliance market.
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Category Manager – Miele
West
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Swindon
SN2 2PN
01793 847300
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