By Patrick Avenell

SYDNEY: Whirlpool Australia today launched a new marketing campaign for its white goods range. Bert Newton, one of the three stars of this wide-reaching exercise, hosted the event, and once again asked, “Guess whose Mum’s got a Whirlpool?”.

The new campaign will feature Newton, Australian music guru Molly Meldrum and stand-up comedian Dave Hughes dressed in drag and portraying their own mothers. The advertisements will be a throwback to the classic 1970s commercials that originally starred Dame Edna Everage.

The advertising campaign will promote Whirlpool’s entire white goods range, with specific focus on the 7.5-kilogram front loader washing machine, 445-litre refrigerator and the Italian-designed electric oven with gas cooktop. Exposure will include television, outdoor, print and the internet.

Talking about the new campaign is DDB executive creative director, Grant Rutherford.

“We have managed to resurrect the Whirlpool brands famous sense of humour, allowing it to stake its claim as the appliance brand most at home in any Aussie household,” said Rutherford “This new campaign will definitely resonate with today’s Australians and give Whirlpool clear differentiation in a category full of sterile communications and appliance ‘porn’.”

Also speaking at the event was Whirlpool general manager of marketing, David Graham.

“This campaign will demonstrate that Whirlpool has developed with the times while staying true to our unique brand heritage,” said Graham. “It’s very funny in truely (sic) Australian domestic style!”