Maytag is introducing the new face of the brand, the Maytag Man. A transformation of the widely known Maytag Repairman, the Maytag Man now has a brand new role as the machine.
“No longer is our brand character sitting idle, lamenting his boredom due to Maytag brand’s legendary inability to breakdown,” said William Beck, senior director of Whirlpool, Maytag, Value Brands & Channel Marketing. “The Maytag Man is now the actual machine, symbolizing the reliability, durability and power that Maytag appliances are known for.”
While the iconic blue suit and hat remain, the Maytag Man has an entirely new purpose. He is the machine – in the kitchen baking a turkey, potatoes and mini cupcakes as a large-capacity double oven. He is tucked under the counter, cutting through hard-to-scrub grease as a Maytag Jetclean dishwasher with its PowerBlast cycle.
“The Maytag Man is a creative interpretation of our motto, ‘What’s Inside Matters,’ illustrating all the human and relatable virtues that exist inside appliances – performance, dependability, power,” said Beck. “We want to recognize and draw a connection to individuals who work with strength, resilience and persistence, just like our appliances, to get the job done.”
The character will come to life through a series of videos that portray the Maytag Man physically representing and speaking as the appliances – from holding a variety of foods and “running” in place as a refrigerator to scrubbing dirty dishes, crouched where a dishwasher would typically reside.
