Miele - North America
Miele aren’t very well known in North America, but there is a mystique and sense of European quality to them.
Adored by Steve Jobs, used to sell houses in Selling Sunset and covered in forensic detail by TMZ being delivered to T Swift’s house.
Our plan was to position Miele as the best appliances you haven’t heard of yet…
By cultivating this mystique with genuine but outrageous rumours about the products.
Agency | Wieden+Kennedy Amsterdam
My Role | Group Strategy Director