Meiko earns plaudits for M-iClean campaign

Meiko has triumphed in an industry-wide awards programme that rates the best advertising campaigns for B2B products and services.

The company’s launch campaign for the new M-iClean generation of dishwashers impressed judges from the ‘2014 Year of Advertising (Jahr der Werbung) Awards’, the most highly prized awards ceremony for German-language advertisers.

With Meiko stepping up its M-iClean activities in the UK following the launch of the range at Hotelympia, the accolade provides a glowing endorsement of the strength of the marketing campaign behind it.

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The campaign is based around a strapline of ‘the beauty of cleaning’, with the inspiration coming from the fountain which has been anchored in the Meiko logo since 1927 as a source of purity and clarity. The new brand environment focuses on the fountain as a social hub and as a symbol of Meiko’s clean solutions.

“Many UK distributors and customers have visited Meiko in Germany and seen for themselves the iconic fountain outside the main entrance, which inspired this incredible series of photos,” said Meiko’s UK managing director, Bill Downie.

Meiko’s in-house communications department worked closely with Freiburg-based advertising agency Agenturwitt to create the campaign, while the winning shots taken by renowned Hamburg-based photographer Florian Geiss.

Klaus Engesser, director of sales and marketing at Meiko, said he was delighted that the launch effort had been recognised by such a prestigious jury.

“We’re tremendously proud that the new M-iClean not only meets our customers’ demanding requirements but also boasts an ad campaign that reflects the same levels of professionalism, quality and innovation as the product itself.”

The Advertising Yearbook, which has been published every year since 1963, documents advertising campaigns in Germany, Austria and Switzerland. The jury is composed of clients, creative professionals, agency strategists, and media and trade press representatives.

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