Shhhhhh! Whirlpool Launches Quietest Laundry Range at Pop Up Laundrette

With a throwback to the 1950’s, Whirlpool, the leading global appliance manufacturer, launched their new award-winning Supreme Care laundry range at a pop up laundrette in London. The five night event gained an impressive reach of 14 million consumers.

In between mixing Campari cocktails and printing their confessions onto t-shirts, guests were wowed by the quietest laundry range on the market. Whirlpool’s Supreme Care range of perfectly matching front loading washing machines and tumble dryers claim the quietest spin cycle¹ on the market thanks to ZenTechnology™. The energy saving A+++(-50%) Whirlpool Supreme Care washing machines work at a whisper spinning at just 67 dB(A); achieved by the washing machines revolutionary new induction motor, which is connected directly to the drum, resulting in the minimum vibration and extraordinary silence.

Boasting a modern, high-end aesthetic, the perfectly matching innovative new laundry range is designed with intuitive, touch controls or an easy to use push-and-rotate central dial, capable of reducing consumer effort. It also features Whirlpool’s electronic sensor technology and pioneering 6th Sense ease of use, guaranteeing perfect and effortless results every time.

An exciting and lively event, attended by both consumer and trade press, with time to view the award-winning appliances, as well as see demonstrated the latest technology and the superb quiet spin in action.

The laundrette was open to the public, spinning into a five night event attended by over 900 people. Hosted by Signorina Bubbles, guest’s sampled cocktails mixed inside the Whirlpool washing machines, enjoyed Italian nibbles and bopped along to music bellowing from Whirlpool washing machines inlaid with speakers.

Commenting on the launch of the new Supreme Care laundry range, Jennifer Spragg, Brand and Digital Marketing Manager, Whirlpool, says: “This was a truly exciting way to launch our new laundry range and not only ably demonstrated the quietness of the spin, it was a really fun way for everyone, including the press and general public to enjoy.  Opening the doors to passing consumers was a huge success and engaged them fully with the Whirlpool brand in an innovative and memorable way.

As well as outstanding performance and the quietest washing machine on the market, our new, award-winning Supreme Care laundry range marries sleek, cutting-edge design with unprecedented performance levels in noise, energy and care for garments.  And our innovative new dryer, with the best wool drying programme on the market, guarantees exceptional treatment of all woollen items. This winning combination offers a truly unique experience that requires minimal effort on the consumer’s part.”

The event was a wonderful way of introducing press and consumers to Whirlpool’s range of new appliances. The unconventional product launch sparked a social media frenzy with guests talking, tweeting and photographing their vibrant, memorable, dirty laundry experience. Therefore through social media the event reached an astounding 14 million people; brilliant coverage for Whirlpool’s brand new appliances.


Notes for editors:

¹ZEN Technology has the lowest noise level on the market.  Up to a 10kg load at 1400rpm (status: December 2014)

Image captions:

1. Jennifer Spragg, Whirlpool Brand & Digital Marketing Manager, introduces Whirlpool’s award winning Supreme Care Laundry Range

2. Whirlpool’s award winning Supreme Care range with Quiet Mark

3. Whirlpool launches brand new laundry range at 1950’s pop up laundrette

4. Whirlpool’s Dirty Laundry pop up laundrette was attended by over 900 people

Video caption:

1. Whirlpool launches quietest laundry range at pop up laundrette, attended by over 900 people

Whirlpool Europe, Middle East and Africa

With more than 26,000 employees, a market presence in more than 30 countries throughout Europe, the Middle East and Africa, and manufacturing sites in nine countries, Whirlpool Europe, Middle East & Africa (EMEA) is managed by Whirlpool Corporation, the global leader in manufacturing and marketing of home appliances. In 2014, Whirlpool Corporation generated an annual revenue of $20 billion, 100,000 employees, and 70 centers of manufacturing and technical research, worldwide. The company markets Whirlpool, Maytag, KitchenAid, Jenn-Air, Amana, Brastemp, Bauknecht, Indesit, Hotpoint and other big-name brands in over 170 countries. Whirlpool’s European Operating Center is located in Comerio, Italy. For further information on the company, please visit the Web Site

For further press information and images please contact:
Hannah at JM Marketing

Tel: 01536 414555


30th July 2015



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