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Miele washing machines with honeycomb drum, © Miele & Cie. KG

Miele is launching a new global brand campaign entitled “Quality ahead of its time”. It puts a spotlight on the themes of craftsmanship, performance and sustainability. With this campaign, the renowned household appliance manufacturer is seeking to make a clear statement against the throw-away mentality by saying that Miele products offer outstanding quality and longevity. The brand’s commitment to quality is also reflected in the theme of sustainability. The company recently announced that all of its sites will be carbon-neutral as of 2021.

The campaign, which makes use of unanticipated imagery, is being implemented worldwide in 49 countries. “Last year was characterised by immense volatility and uncertainty for all of us. It is important for consumers to be able to rely on strong brands like Miele, especially in challenging times,” says Dr Axel Kniehl, executive director, marketing and sales at Miele Group. “Miele stands for trust. Our latest campaign shows consumers that they have a strong, dependable partner by their side in us. Many people rediscovered the importance of their own home during the pandemic. That is why they are making more conscious decisions about what they buy and relying on values that Miele is known for. Above all, they desire quality that is truly ahead of its time.”

The campaign was developed by Select World, an advertising agency in Hamburg. Over the coming year, it will progressively address new themes that combine Miele’s values with customer needs. The campaign’s images were produced by British photographer Dan Tobin Smith and put a focus on the quality and craftsmanship of Miele appliances.

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