Maytag in lingerie

Most women wouldn't dare put their expensive frilly skivvies in the dryer. But Maytag wants 'em to know it's safe now - at least when it comes to the appliance co's new high-end drying cabinet. That's the message behind a co-promotion with retailer La Vie en Rose, which kicks off Oct. 15.

Most women wouldn’t dare put their expensive frilly skivvies in the dryer. But Maytag wants ‘em to know it’s safe now – at least when it comes to the appliance co’s new high-end drying cabinet. That’s the message behind a co-promotion with retailer La Vie en Rose, which kicks off Oct. 15.

The Neptune dryer – (it actually does look like a

cabinet) – first hit stores in March with mass media support, and so far has exceeded sales expectations by about 25%, according to Burlington, Ont.-based brand manager Scott Ride. The positive response has freed up some additional cash for promotions. So Ride came up with lingerie, an idea that makes sense given the overall objective to get consumers to buy not because their old dryer broke down, but because this one is much gentler on precious clothing.

Ride then enlisted the help of Toronto-based agency Quadrant Marketing to find the perfect partner. He explains that La Vie En Rose has a broad spectrum of women in the same target – ‘upper income, age 25 to 45, in need of caring for delicate fabrics.’

Through the deal, Maytag will promote its dryer in 100 La Vie en Rose shops across Canada via P-O-S that features Maytag’s new spokesguy, with a woman clad in tasteful lingerie and the tag ‘what goes behind these doors is our business.’

Women can fill out ballots to win one of three dryers in store, while on the flip side Maytag retailers will hand out $100 gift certificates for La Vie with purchase of one of the dryers. (Although at a hefty price tag of about $1,650, the giveaway is a small benefit.)

On Oct. 14, the undies retailer will invite customers to VIP nights at 11 superstores, at which time Maytag will run live demos and raffle off prizes. The promo is being publicized via e-mail blasts, as well as TV and print advertising created by Leo Burnett Toronto.

Ride says he’ll be looking to strike more ‘non-traditional partnerships with strategically aligned [brands]‘ in the future.