Miele has introduced its new global campaign, ‘Once A Miele, Always A Miele’, as the company celebrates 125 years of quality, enduring craftsmanship and performance.
The creative campaign, developed by Weiden+Kennedy agency in Amsterdam, celebrates the luxurious experience of living with Miele appliances and the long-lasting relationships that develop between people and their Miele products over time.
‘Once a Miele, Always a Miele’ is a nod to those who know and love the brand, as well as an enticement to those who are yet to own Miele. With the company’s commitment to longevity and craftsmanship through rigorous testing for 20 years of average usage, the campaign focuses on the emotional relationships and memories formed within the family home.
Driven by the Immer Besser (Forever Better) philosophy, the new creative campaign tells Miele’s story of quality as the ultimate form of luxury; once you have bought Miele you stay with Miele, which is enhanced by Australians love affair and pride in their home.
The DGC combi steam oven features DualSteam technology for vibrant and fresh vegetables, elevating simple meals into extraordinary experiences. The HydroClean function self-cleans allowing users to enjoy the joy of cooking with Miele.
Similarly, Miele dishwashers redefine daily dining with luxury and care. The FlexLine baskets ensure the finest glassware are treated with respect. The AutoDos system adds a new level of convenience by eliminating the need for traditional dishwasher tablets.
Miele Australia marketing director, Lisa Saunders said, “With our new ‘Once A Miele, Always A Miele’ campaign, we are excited to showcase how our Miele appliances do more than just perform, they enrich the lives of our customers by creating unforgettable experiences in their homes and bring joy every day.”