When we launched "Every day, care" for Whirlpool, we re-imagined everyday chores as acts of love. Nearly a decade later, the idea still drives the brand.
Nobody likes chores. Cleaning, cooking, and washing are tedious daily hassles. So when we set out to reposition the Whirlpool brand, we didn't try to sell people on fancy, new features. Instead we showed them that these chores are actually acts of love that help families and communities thrive.
One expression of Whirlpool's commitment to care is Connect to Care, the first ever series of charitable smart appliances which enable every load of laundry to help families in need through a donation to Habitat for Humanity.
We also created a documentary series for Upworthy about the value of care across generations. Focusing on people who are caring for both children and aging adults in the same household, we showed how the circle of care is passed on from one family member to the next.