Examples of Advertising for Dyson Contrarotator washing machine
Category: Business and Money > Advertising and Marketing
Asked by: goldrush-ga
List Price: $10.00
09 Aug 2002 16:31 PDT
Expires: 08 Sep 2002 16:31 PDT
Question ID: 52802
Where on the web can I find examples of print advertising for Dyson Contrarotator washing machines, or information on the advertising strategy for this product?
Re: Examples of Advertising for Dyson Contrarotator washing machine
Answered By: historybuff-ga on 09 Aug 2002 18:25 PDT
Hello goldrush, What an enjoyable question to research. After seeing their TV ad and their animated diagram, I'm sold! Dyson has a web page showing a terrific animation of how the two drums rotating in opposite directions work, with a link to a TV ad explaining the advantages over other front-loading machines. http://www.dyson.co.uk/nav/inpageframe.asp?id=TECH/CONTRAROTATOR/OVERVIEW/MENU Reading the court cases, (of which there were several related to their vacuum cleaners in addition to the one about the washing machine)and the press releases gives a good picture of their advertising strategy. They claim to wash clothes more effectively than the competition. They are not selling on price but rather on completely innovative new design that provides superior performance. Their machines are more expensive, but worth it. Here is the web page showing their line of washing machines: http://www.dyson.co.uk/range/range_overview.asp?model=CR01 Dyson offers brochures through the mail. Select the washing machine icon and follow from there: http://www.dyson.co.uk/range/brochure.asp The entire Dyson contrarotator washing machine operators manual is available in PDF format (if you have a dial-up connection, I recommend a snack break while it downloads!): http://www.dyson.co.uk/aftersales/manuals/cr01_handbookK.pdf Now lets get to the heart of the matter with their advertising claims. They have turned statistics generated by a consumer product rating company and then printed them in a national newspaper ad. Their claims of superior washing performance were challenged. Here is press release from the consumer product rating company, Which. It discusses a court case, where Which, disputed Dyson's washing machine advertising claims. "A High Court Judge today rejected Dyson's demand for Which? to hand over its research data and background material on the Contrarotator washing machine." http://www.which.net/whatsnew/pr/jan01/general/dyson3.html The dispute is explained in an earlier press release from Which. "CA calls on Dyson to come clean and lodges complaint over 'misleading' Dyson advertisements Consumers' Association today formally complained to the Advertising Standards Authority (ASA) over press advertisements taken out by Dyson for its Contrarotator washing machine - claiming they were 'misleading'. " http://www.which.net/whatsnew/pr/jan01/general/dyson2.html Of course Dyson's press release reads a little differently saying, "ASA ruling shows Dyson washes cleaner than all others." "In January, Dyson published Which? laboratorys test results showing that the Dyson has the cleanest wash performance of the best performing washing machines. Which? complained to the Advertising Standards Authority (ASA) that Dyson was not allowed to publish their results - an objection that has been overruled by the ASA." http://www.dyson.co.uk/news/article.asp?mode=Back&id=93 The court ruling itself says, "The Consumers' Association, Bosch and a member of the public objected to a national newspaper advertisement for the advertisers' washing machine. The advertisement was headed "Dyson Contrarotator. The latest facts from Which." It stated "Independent tests carried out by the Which? laboratories show that the Dyson far outperforms the best washing machines. The Dyson was the only machine tested to get A+ with a full load at 40 degrees centigrade. The best competitor could only manage a C. Oddly, Which? magazine reported otherwise." http://www.asa.org.uk/adjudications/show_adjudication.asp?adjudication_id=29109&dates_of_adjudications_id=all&from_index=by_issue&issue_id=26 A helpful generic discussion of advertising strategy: http://www.businessteacher.co.uk/resources/studyroom/marketing/advertising/index.php It looks like they've had to defend their advertising claims pretty hard. I hope this gives you the answers you were seeking. I could not find an online version of the actual print ad. Regards, historybuff
rated this answer:
This was quite a comprehensive answer, which addressed mostv of the question and provided useful examples. An interesting examples of a tv ad was found though the question about examples of print advertisements wasn't answered.
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