The “best appliance brand you’ve never heard of” is flying above the radar.
By Dianne M. Pogoda
Miele has been a quiet purveyor of luxury appliances for more than 125 years. This year, it’s getting a little more vocal.
The premium German manufacturer launched a major marketing campaign expressly for the North American market in June. The campaign, “Rumored for a Reason,” is running on video, print, digital, and social media platforms, and it aims to raise brand awareness and excitement by presenting an aura of exclusivity among consumers in the know.
“In North America, the truth is that Miele is an ‘If You Know, You Know’ brand, appreciated for its European sophistication and hint of luxury, but still largely under the radar,” said Catherine Grayson-Roper, Vice President of Marketing for Miele USA and Mexico. “We took this opportunity to fuel the ‘IYKYK’ mystique and premium credentials of Miele by spreading genuine, if slightly unbelievable, rumors about the premium quality and appeal of the brand, positioning Miele as the best appliance brand you’ve never heard of.”
The video elements in the campaign evoke European cinema and aim to get people talking about the brand. Acclaimed director Janicza Bravo (“Zola,” “Gregory Go Boom,” “The Bear”) filmed the suite of cinematic spots with “gossipy” statements like “Miele outlasts most marriages” or “increases property value.” The goal was to introduce the brand to a wider North American consumer base while leveraging its inherent European mystique. The campaign has been supported by the largest ad spend to date for Miele North America.
Globally, she added, the campaign is being celebrated for its creative approach to brand promotion. And while the campaign was developed to drive brand and product awareness in North America, Miele Headquarters (Germany) also incorporated the campaign at the most recent IFA trade fair.
Grayson-Roper elaborated on the strategy behind the campaign.
NKBA: The campaign positions Miele as the “best appliance brand you’ve never heard of.” What elements (engineering, design, product longevity, etc.) are you emphasizing to build awareness among American consumers?
CGR: The campaign is built on the insight that “a good kitchen is a flex; a great kitchen becomes a source of gossip.” Tapping into today’s premium homemaker culture, the campaign features a suite of cinematic films designed to highlight Miele’s innovative engineering and long-lasting quality in a way that is inherently shareable, sparks curiosity, and prompts conversation. The campaign does just that by spreading the brand’s boldest and most outrageous, yet real-life claims. These “rumors” serve as the creative backbone, designed to grab attention.
NKBA: This is your first campaign aimed specifically at the North American market. Why did Miele decide to invest here now, and what makes it different from other campaigns? And is the brand also making other investments, for instance, infrastructure, showrooms/experience centers, distribution?
CGR: “Rumored for a Reason” serves as a launch pad for Miele in North America to propel brand growth. We have a significant opportunity to harness Miele’s unparalleled quality, innovation, and performance to spark more than a conversation. Our goal is to motivate and build trust with our customers, who deserve premium appliances. Miele is investing across several internal and external areas, including our Miele Experience Centers. Modification varies by location and will occur over the next several years. Additionally, we are making improvements in our service areas to meet the needs of our projected growth.
NKBA: What are the target demographics?
CGR: Miele is focused on the “If You Know, You Know” audience. This includes a specific group of people who share a particular experience or knowledge, meaning they will understand a reference that would be unclear to outsiders. This phrase is used in communication to signal belonging to this niche group. The phrase targets those in the know and the groups that want to be in the know. We are targeting the designers who want to lead the charge and the consumer who appreciates and desires quality, innovation, and craftsmanship.
NKBA: The campaign has been running for about four months. What has the reaction been, and have you seen any measurable uptick in brand awareness?
CGR: Miele is very pleased with the reaction from the campaign. The company has seen a lift in conversations at our local appliance dealers, meetings with designers and customers, as well as a lift in positive social engagement. It is still early to share specific figures, but the campaign is creating a boost in our overall brand awareness among our target audiences.
