|Then: Hotpoint of the 50/60s|
|Now: Hotpoint Luce Collection|
Luce will be supported by a £5million media campaign, targeting 19million adults through TV, print, digital and events.
In addition, @100 also showcased the re-vamped Hotpoint Aqualitis range of washing machine, which now feature an A+++ energy-rating and 11kg capacity. The washing machines were joined by a complementary tumble dryer with an A+++ energy-rating.
These will be supported by a campaign for its Aqualitis Laundry, which sees a tie-up with Disney Pixar Cars 2 in a consumer competition. Consumers can win the chance to have the film premiered in their home town.
The Disney competition will be followed by a print campaign, advertorials and digital advertising for its core range of washing machines and tumble dryers.
Not to be outdone, Indesit had revamped its entire cooking range, with a re-vamped styling and improved energy efficiency, and is the first re-design of its built-in range for seven years.
And the Indesit Company also announced the dual branding of its Cannon range cookers, which will now also carry the Hotpoint brand to be Cannon by Hotpoint.