Miele has announced the launch of its new landmark creative campaign for the North American market. Created together with Wieden+Kennedy Amsterdam, this strategic initiative is engineered to cultivate curiosity around the 125-year-old German brand, which, despite its European prestige, has the opportunity to elevate its brand in North America.
Founded in 1899, Miele is a family-owned company rooted in superior engineering, technology, sustainability and premium design. With leading 20-year product testing and durability, Miele has become synonymous with quality across Europe.
“The Rumored for a Reason campaign serves as a launch pad for Miele in North America to propel brand growth,” said Søren Rye, president and CEO for Miele U.S. and Mexico. “We have a significant opportunity to harness Miele’s unparalleled quality, innovation and performance to spark more than a conversation but motivate and build trust with our customers who deserve premium appliances.”
The core campaign challenge was significant — introduce a brand largely unknown to the consumer yet leverage its inherent European mystique and must-have allure. The solution is a bold campaign that leans into this truth, positioning Miele as the best appliance brand you’ve never heard of.
The campaign’s foundation is built on the insight that “a good kitchen is a flex; a great kitchen becomes a source of gossip.” While Miele is shorthand for long lasting quality in Europe, its relative obscurity in North America became the exciting solution.
“While Miele may not yet be a household name in North America, it enjoys a devoted if-youknow-you-know following.” said Thorsten Brandt, senior vice president and global head of brand & customer experience at Miele. “Our ‘Rumored for a Reason’ campaign fuels this mystique by transforming the extraordinary truths behind Miele’s heritage and quality into irresistible, gossip-worthy rumors. With Miele’s signature style and dry wit, the integrated campaign playfully taps into our legacy —turning global admiration into intrigue as we grow our presence in North America.”
Leaning into Gossip
The creative approach leans into the culture of today’s premium home makers. It 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 include statements like “Miele’s outlasts most marriages” and “Increases property value” – verified truths that underpin the brand’s legendary durability and desirability. These “rumors” serve as the creative backbone, designed to grab attention.
A Cinematic Partnership with Janicza Bravo
To ensure the campaign felt like a real piece of cinema, the brand partnered with acclaimed film director Janicza Bravo (known for her work on Atlanta, Lemon and Zola). Bravo’s distinctive vision, trademark wit and character-driven humor were instrumental in crafting a universe that is both relatable and outrageous.
Spreading the Rumor
The campaign rolls out on June 16 across North American video, digital, social and print. This will launch throughout Canada and the United States, including key markets, such as Los Angeles, New York City, Chicago and Miami, and be supported by the largest ad spend to date for Miele North America, more than tripling the focus in brand building YoY.
The Rumored for a Reason ad push will target 85% of the core audience segment and intends to more than double the impressions on this same target group. Miele US worked closely with Spark Foundry to deploy the campaign across several verticals.
