Maytag swings for the fences with ‘filthy’ MLB marketing campaign

By Tony Wittkowski | Business Reporter | The Herald-Palladium

BENTON HARBOR — Maytag and Major League Baseball announced a new marketing partnership Monday, on the eve of baseball’s All-Star Classic.

The Whirlpool-owned company launched a “Filthiest Plays of the Week” promotion with the league and has teamed up with Hall of Famer and 12-time All-Star Barry Larkin as spokesman for the campaign.

The terms of the deal will last for the second half of the current season.

“Maytag laundry appliances are better built because they are designed, engineered and assembled in America and it only made sense to have a partner like MLB that draws heavily on its American heritage,” said Brendan Bosch, Maytag senior brand manager, in a news release. “With players and staff who emulate the same pillars of reliability and durability that our brand values, Major League Baseball and Maytag are a perfect fit to work together this season and connect with some of America’s most dedicated fans.”

Maytag and the MLB will ask fans to vote each week on the filthiest play in baseball by visiting MLB.com/Maytag to watch the eligible plays and then use the #FilthiestPlay hashtag on Twitter to weigh in.

Each play that is up for vote, involves a player donned in a dirty uniform as a result of a diving or sliding play. Maytag and MLB will select three “filthy plays” from the week’s games.

Voting started Monday and continues through the postseason as participants are entered into weekly sweepstakes’ for MLB-approved prizes. There will also be a grand prize – a trip for two to a 2015 World Series game, plus a Maytag washer and dryer pair.

A $1 million homer

The deal includes a charitable angle that provides the possibility of triggering a $1 million donation, courtesy of Maytag.

A Maytag top load washer will be installed in either the bullpen or outfield stands at the Atlanta Braves, Chicago White Sox, Kansas City Royals and Texas Rangers baseball parks, and will remain in place for the rest of the regular season and, if applicable, the postseason.

If a player, either from the home or visiting team, hits a home run and the ball lands inside the washer, Maytag will donate $1 million to the local Boys & Girls Club in that city.

“We are thrilled to bring Maytag into our family of sponsors,” said Noah Garden, MLB executive vice president, in a news release. “We look forward to working together with Maytag to reach our passionate fan base with innovative and engaging programs this season.”

In conjunction with the MLB partnership, Maytag launched a full-scale marketing and advertising campaign – its first in 2015. The campaign includes a national television advertisement featuring Maytag employees and the Maytag Man that will first air during tonight’s All-Star Game.

Maytag would not say how much the new campaign will cost.

Contact Tony Wittkowski at twittkowski@thehp.com or (269) 932-0358. Follow him on Twitter @tonywittkowski.

(Author’s Note: This article was originally published on July 14, 2015)

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