Westinghouse the Electrolux owned appliance brand has been slammed for their latest “Really Clever” advertising campaign that was recently rolled out the Companies new induction cooktops.
Anne Miles managing director and global executive producer of International Creative Services claims that the campaign that focuses on a dad with poor cooking skills, and a mother who juggles kitchen duties while managing her children’s various predicaments is misaligned.
Miles claims that she has an ongoing concern that Electrolux are not getting their customer segmentation right.
She also claims that the advertisement is gender biased and that this could have been caused by the use of ‘Google analytics and trend data, Facebook and social channel data – I can pretty much guarantee they are all misaligned” she claims.
The 30-second spot promoting Westinghouse’s Really Clever Steam Assist Oven shows a dad who struggles to live up to his wife’s cooking standards while she is away. It also features a woman who by contrast has three separate meal elements being prepared on the stove top – cooking and running interference with her children.
Miles said in her editorial that appeared on the mUmBRELLA site “No doubt the customer data and existing profiles told the agency and marketing department that these characters reflect who the current customer really is. Sorry to name and shame Westinghouse here, but it is a fantastic learning for our industry”
“Some customer profiles are defined by templates that were established decades ago and haven’t been updated to reflect the current customer climate.
Miles went to claim that “A belittled man and woman with a limited identity are nowhere close to where the average man and woman (with money to spend on electrical goods) really sit”.
“If we know how people believe (not just what they believe in), we can better understand how a product or brand is of value to them, to help align them to a brand more deeply.
Westinghouse’s campaign just polarised an entire a group of consumers, and thanks to the way they arranged their segments, they probably didn’t even know it.