Indesit Company celebrates Hotpoint centenary



Then: Hotpoint of the 50/60s

Indesit Company welcomed over 800 kitchen specialists, independent retailers and multiples to its @100 event in London, celebrating 100 years of its Hotpoint brand. The @100 event featured kitchen roomsets reflecting the 50/60s, 70s, 80s and 90s, before revealing its latest Indesit and Hotpoint appliances, including the launch of its flagship built-in Luce collection. The @100 event also gave Indesit Company the opportunity to announce its largest ever spend of £10million on above the line marketing.



Now: Hotpoint Luce Collection



Hero of the showcase was the Luce collection for Hotpoint, which moves the brand into a premium market. The Luce range spans ovens, hobs, hoods, fridge drawers and a dishwasher, including a selection of 450mm appliances, such as a coffee machine, microwave and wine cellar. It includes single ovens with an electronic control that circulates two streams of air for improved cooking results, as well as a patented direct flame burner for its gas hobs.

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.