Hotpoint Billie the Bear

Hotpoint Launches TV Advertising Campaign

Hotpoint is running a national television advertising campaign to build awareness of its ActiveCare range of laundry appliances. The first advertisement made its debut on 13th May 2019 and is running across all major TV channels, including ITV and Channel 4, until 31st May 2019.

The national television advertising campaign aims to support retailers to increase footfall in store. The advertisement captures the heart of the consumer and demonstrates that Hotpoint laundry appliances care for the things that matter most to them. The advertisement follows the story of a teddy bear that goes on an adventure and gets covered in stains along the way. The bear is then laundered in an ActiveCare washing machine, which removes the stains so that the teddy can be returned to the owner and played with once more.

The advertisement not only demonstrates the advanced stain-removing ability and reliable results of the ActiveCare washing machine, but it also highlights the emotional aspect behind supporting the consumer to take care of the people and the items they hold dearest. The advertisement shows Hotpoint’s dedication to helping consumers care for what matters most to them.

The TV advertisement is part of a wider campaign to educate consumers on effective stain removal. Hotpoint ActiveCare washing machines ensure the very best stain removal by being able to remove more than 100 stains at just 20˚C*. This is going to be put to the test with influencers, as Hotpoint will encourage them to wash their stained clothes in an ActiveCare washing machine, showing their followers the results.

Hotpoint is also running a cashback promotion and giving away a free teddy bear**, as seen in the TV advertisement, when consumers purchase a selected Hotpoint ActiveCare laundry appliance.

Jennifer Taylor, Head of Brand, Hotpoint, says: “Our campaign presents a universal story that aligns the Hotpoint brand with our consumers’ desire to care for and preserve what matters most to them, whether it’s treasured garments or the precious time that is saved by helpful innovations. The concept of care has a powerful resonance for Hotpoint. Our products are specially designed to make the lives and experiences of our consumers more enjoyable, and to help them achieve their most perfect, desired results.

“We hope that the national TV campaign will support retailers and generate an increase in footfall in store. To further support our trade partners, we have prepared various point of sale material that highlights our key messages, including the ability to remove more than 100 stains at just 20˚C*.”

To view the advertisement, please click on the following link:

For more information on the full range of Hotpoint ActiveCare laundry appliances, or any other Hotpoint appliances, please contact your account manager, or visit the website at


Image caption:

  1. The Hotpoint ActiveCare 10 kg washing machine (NM11 1045 WC A UK) takes care of clothes and removes more than 100 stains at just 20C1
  2. Billie the Bear, part of Hotpoint’s advertising campaign

Notes for editor:

*Obtained on Anti Stain program (tested on Cotton) and ActiveCare option activated. Example of stains tested: pizza, coffee, pen ink, milk with cacao, bronzer, mud.
**Terms and conditions apply and can be found at: Limited edition teddy bear available while stocks last

About Hotpoint:

Hotpoint is part of Whirlpool UK Appliances Limited. A Hotpoint appliance is sold every 19 seconds in the UK and on average 2 of every 3 UK homes have a Hotpoint appliance installed. Voted the UK’s most trusted kitchen appliance brand by Readers’ Digest for 11 consecutive years, the brand is recognised as a ‘Consumer Superbrand’. Hotpoint, founded in 1911, has a history of trusted innovation recognised for over 100 years. Delivering outstanding results for generations of UK consumers through technology and style are the cornerstones of Hotpoint’s philosophy. Whirlpool UK Appliances Limited is the only white goods manufacturer to operate its own independent service and logistics operations.

About Whirlpool UK Appliances Limited:

Whirlpool UK Appliances Limited is managed by Whirlpool EMEA, part of Whirlpool Corporation, the global leader in manufacturing and marketing of home appliances. In 2016, Whirlpool Corporation generated annual revenue of $21 billion in annual sales, employs over 93,000 people with 70 centres of manufacturing and technology research worldwide. The company markets Whirlpool, Maytag, KitchenAid, Jenn-Air, Amana, Brastemp, Bauknecht, Scholtès, Hotpoint, Indesit, and other big-name brands in over 170 countries. Whirlpool Corp.’s European Operations Centres are located in Pero (MI), Italy.

Whirlpool UK Appliances Limited fully supports the AMDEA safety initiative, Register My Appliance, and is committed to encouraging householders to register their appliances:

About Whirlpool Corporation:

Whirlpool Corporation (NYSE: WHR) is the leading major appliance manufacturer in the world, with approximately $21 billion in annual sales, 92,000 employees and 65 manufacturing and technology research centres in 2018. The company markets Whirlpool, KitchenAid, Maytag, Consul, Brastemp, Amana, Bauknecht, Jenn-Air, Indesit, Hotpoint and other major brand names in nearly every country throughout the world.

In Europe, Middle East and Africa (EMEA) it has approximately 21,000 employees, a sales presence in more than 30 countries and manufacturing sites in seven countries. Whirlpool EMEA is an operating segment of Whirlpool Corporation. Whirlpool Corp.’s EMEA Headquarters are located in Pero (MI), Italy. Additional information about the company can be found at or find us on LinkedIn and Twitter.

For further press information and images please contact:
Tessa at jmm PR

Tel: 01536 414555


14th May 2019



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