Westinghouse celebrates innovation via Connecting Plots

11 May 2020

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Now You Can looks to break category conventions.

Westinghouse, part of Electrolux Group, has launched its latest brand campaign Now You Can to celebrate huge product innovations in the major appliances category.

With over 60 years of innovation, Westinghouse is now offering sophisticated dark stainless steel designs for a brand new kitchen range.

The range features AirFry built straight into the ovens making cooking easy and reliable, induction cooktops featuring clever BoilProtect sensors to turn heat down automatically to prevent water boiling over, and a fridge drawer that converts to a freezer at the touch of a button.

“In 2020, the modern kitchen is for more than just cooking. From entertaining visitors, to family meals and helping kids with homework, it certainly is the multi-functional heart of the home. It’s crucial that the kitchen works practically and visually since we spend so much time there," Electrolux Group marketing director Richelle Barker says. 

"The new Westinghouse range will make daily life a little easier, offering innovations for home cooks, as we encourage people to cook at home with their families. We’re excited to be rolling out something that makes Westinghouse stand out and is designed with families in mind."

The campaign, created by Connecting Plots, looks to break category conventions with a unique, stylised visual language and by telling customer stories through the eyes of interesting characters who ‘can now’ (thanks to Westinghouse), get the job done quicker and more efficiently in the kitchen.

“The category tends to be fairly formulaic so we decided to step things up, injecting some personality and creating a stylised world to give the brand distinction," Connecting Plots partner Tom Phillips says.

The campaign is rolling out across digital, social and print with fridge executions rolling out later in the year.

Electrolux Group - Westinghouse
Marketing Director: Richelle Barker
Senior Brand Manager: Karen Nguyen
Brand Manager: Jessica Baird

Agency: Connecting Plots
Managing Director: Tom Phillips
Strategy Director: Annabelle Rogers
Account Director: Gemma Barr
Creative Partner: Dave Jansen
Creative Directors: Paul Bennell and Jen Barnett
Production: Infinity Squared
Director: Daniel Reisinger
Production Director: Melanie Reardon
Production Designer: Michael Price
Photographer: Billy Plummer
Sound: Honeymill
Media: PHD
PR: Hausmann
Digital: Orchard

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