Whirlpool, Turning 100, Cleans Up on PR Front

IBM and Nivea aren't the only brands turning 100 in 2011.

Whirlpool also marks a centenary in business this year and as a little extra feather in its cap, the Public Relations Society of America has recognized it for superior performance in the area of media relations.

The Whirlpool Corp. earned its 2011 Bronze Anvil Award for its work (along with the company’s PR agency, Peppercom) on the launch of the Vantage washer and dryer.

The key objectives for the launch were: drive pre-launch buzz with top-tier media coverage; demonstrate industry leadership; engage influencers and communicate key brand pillars,” its press release states.

The team generated more than 400 points of coverage (reaching more than 150 million people) through the year by creating “an outreach/engagement calendar that included trade shows, seasonal and research-driven pitches and strategic media events.”