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Whirlpool Plans Maytag Make-Over

9/14/2006 09:37:00 AM Eastern

Benton Harbor, Mich. — Six months after Whirlpool acquired Maytag, Whirlpool has announced plans for a series of re-branding initiatives for the brand.

Whirlpool says its plans revolve around a focus on Maytag’s tradition and history. Pointing to Maytag’s start as a farm implement company, a stint as a manufacturer of bomber parts during World War II and its iconic Maytag Repairman, Jeff Davidoff, VP of brand marketing and communications for Whirlpool said

“The Maytag brand has been an integral part of all our lives.” Adding, “In planning this brand’s revitalization, our intention is to take the plan back to its roots.”

The company said the new initiatives will begin rolling out over the next 18 months. Among the plans is the launch of the first Maytag products since the brand’s acquisition. These new products include the Maytag Epic Front Load washer and dryer and the Maytag Ice20 French door bottom-freezer refrigerator, among others. Other initiative highlights include Maytag’s celebration of the 100th anniversary of its first washing machine in 2007.