With beautiful yet unexpected storytelling, the new campaign welcomes consumers into the Miele world, bringing to life the brand’s core values of craftsmanship, performance and sustainability.
“Quality Ahead of its Time”, is shining a spotlight on the values that have been a core part of Miele’s DNA for more than a century, and what they mean for consumers today.
The campaign also highlights that Miele products are designed for long-lasting performance – providing a level of quality and sustainability that makes an important counterpoint to a throwaway culture. The campaign is visually unique, surprising and engaging, designed to captivate premium customers. It is run in 49 countries around the world.
- Miele prioritises longevity as the ultimate form of sustainability with products that are designed for long-lasting performance.
- Brand campaign builds on a year during which we all rediscovered the importance of our homes
The campaign is an expression of more than 120 years of Miele craftsmanship and innovation. Since inception, Miele has been on a relentless pursuit to be better than its latest best, improving and perfecting everything it does. This obsession with quality and producing things that last is integral to the world today.
For more than 120 years, Miele has been known for its brand promise “Immer Besser” – a commitment to forever be better than its latest best. Now, the launch of a new global marketing campaign, ‘
The way in which people make purchase decisions is changing and Miele recognises that their values have never been more relevant, or more important. Today, 72% of consumers make purchase decisions based on a brand’s values and principles. When it comes to values that resonate, authenticity and consistency are often the keys to success.
On top of this, with consumers spending more time than ever in their homes, their greater appreciation of both means Miele’s campaign arrives at a poignant moment. From the beginning, the brand has made quality craftsmanship a priority as the ultimate form of sustainability, with products that are designed for long-lasting performance.
By calling attention to the purpose that has fuelled the brand from its inception, Miele strives to differentiate itself in the industry and secure trust and loyalty at a time when it has never been more important for brands to show people what they stand for.
Today, customer experience has gone beyond a transactional process to a deep, meaningful relationship between brands and their audiences – a relationship built on shared values, trust, and loyalty. Recognising this shift, Miele decided to do things differently in order to stand out in a fiercely competitive landscape.
For more information on ‘Quality Ahead of its Time’, please visit www.miele.hr