Miele promises ‘Quality Ahead of its Time’ with launch of new global brand campaign

Miele has launched a brand new global campaign called ‘Quality Ahead of Its Time’, underpinned by the company’s core values of craftsmanship, performance and sustainability.

The campaign – running in 49 countries around the world – also highlights the quality and durability of Miele products to make an important counterpoint to a throwaway culture. The campaign is “visually unique, surprising and engaging, designed to captivate premium customers”, the manufacturer said.

“The past year with its enormous volatility and uncertainty has been tough for everybody,” commented Dr Axel Kniehl, Executive Director, Marketing and Sales at Miele Group. “However, consumers know that they can rely and depend on a brand like Miele.

“As people rediscovered the importance of their homes, they made conscious buying decisions based on the values that Miele is known for – most importantly, they demanded quality that is truly ahead of its time.”

Don’t forget, ERT had an exclusive interview with John Pickering, Managing Director of Miele Great Britain, Ireland and South Africa, in the May issue. He spoke about the exciting launch of this latest brand campaign, plus the introduction of new products in the months ahead.

“Even in the year that we have had, we continue to focus on product development,” he said, “so there are additions in the vacuum, laundry and refrigeration categories that will set the bar for performance standards in the industry.”

You can read this exclusive interview with Mr Pickering here.

Miele is also focusing on sustainability with this new campaign. Earlier this year, the German company announced its commitment to become climate neutral in all its locations from 2021.

Dr Stefan Breit, Executive Director Technology, said: “The global pandemic has focused people’s minds, it has reminded consumers what’s truly important – and that’s why they are increasingly making sustainability one of their top priorities.

“We’ve always said that longevity is the ultimate form of sustainability. That’s why Miele’s products are designed for long-lasting performance, giving consumers not only a huge return on their investment but also the knowledge of a smaller environmental footprint.”

‘Quality Ahead of its Time’ was created by Hamburg-based advertising agency, Select World, and the visuals are the work of world-renowned director, Dan Tobin Smith, who drew on his experience working with premium brands to capture the true quality and craftsmanship of Miele appliances.