Westinghouse, part of Electrolux Group, has launched a new campaign to drive awareness around the brand’s official entry into laundry appliances after a 10 year hiatus.

With over 60 years of innovation behind them, Westinghouse is now offering a sophisticated and beautifully designed laundry range that brings to market innovative features for Westinghouse consumers.

“Laundry provides Westinghouse an opportunity to drive significant growth, leveraging the success of our recent kitchen campaign,” says Electrolux Group’s acting Marketing Director Christina Kumcevski. “Westinghouse has always been about making daily family life a little easier through innovation (in the kitchen), now that innovation can extend into the laundry, a room in our homes we’d all like to spend less time inside.”

The campaign is a continuation of the existing brand platform ‘Now You Can’, developed by Connecting Plots, which has helped Westinghouse achieve +30% increase in sales over those two years, and also elevate Westinghouse’s consideration up into 3rd in the kitchen category.

The new laundry campaign continues to break category conventions with a unique, stylised visual language and with playful characters who can now get their laundry chores done quickly, allowing them and their families to thrive, giving time for the more important things in their life, thanks to their Westinghouse appliances.

“Creative in the whitegoods category is bland, always focused on features. Our creative for Westinghouse keeps the message simple and drives home the relevance for the audience by showing how the innovation lets them focus on the things they love in life, not chores,” says Connecting Plots Co-Founder Dave Jansen. “Pushing the visual language into something more stylised helps to stand apart from our competitors and create long term brand impact.”

The campaign is rolling out across digital and social.