Whirlpool brand laundry is getting to the heart of the matter with a new marketing strategy aimed at an emerging audience: relationship-minded, single men and women. The company is partnering with online relationship service Perfectmatch.com, a popular relationship website destination for second-time singles over 30, to host laundry-themed “Spin Cycle” singles mixer events at unique locales across the country.
“Just as our products are continually driven by consumer insight, we strive to inject the same insight and creativity into our marketing of those products,” said Drew Fraser, vice president and general manager for the Whirlpool brand. “Collaborating with Perfectmatch.com allows us to reach new consumers in different ways and at different stages in their lives.”
One critical stage this program aims to reach is the second-time single. Forty-three percent of first marriages end in separation or divorce within 15 years(1). Research shows that the proportion of U.S. households consisting of one person living alone climbed to 26 percent in 2005(2). And, about 20.7 million children under 18 live with only one parent(2). Additionally, more and more marriages are occurring later in life. In fact, at least 14 percent of women aged 42-51 were married after the age of 30(3).
For those wondering how laundry might factor into love, Whirlpool brand played off of the age-old, romanticized notion of people finding their match at the laundromat. The “Spin Cycle” events are intended to evoke the spirit of that laundromat folklore while singles tinker with Whirlpool brand’s newest, most innovative line of laundry to date. Interestingly enough, a recent survey shows there may be some predictive indicators surrounding love and laundry.
Relationship expert and University of Washington Professor Dr. Pepper Schwartz, author of “Finding Your Perfect Match” and host of the “Spin Cycle” events, agrees that sometimes performing simple household tasks together can foretell future compatibility. For example, a recent survey conducted by Whirlpool brand and Perfectmatch.com shows that 50 percent of Americans consider themselves “washers” (people who would prefer to wash clothes than fold them), and most of them — 70 percent — are looking for a “folder” to complement their lives.
“There are a lot of factors that influence a couple’s compatibility,” said Dr. Schwartz. “The Whirlpool survey reflects that washers and folders make great couples. Maybe it’s because the small domestic tasks, like doing laundry or folding clean clothes, bring a warm sense of intimacy to a couple. Even though this is just a fun, quick survey, it does speak to a greater trend: people should complement each other at home and in life.”
The “Spin Cycle” singles mixer events give relationship-minded singles an opportunity to find out about each others’ personalities by putting them in a relaxed, fun and interactive setting. The parties will feature laundry-related games, such as a “Find Your Sole Mate” that matches couples based on socks, and a “Laundry Olympics” with prizes for people who can perform timed chores, such as folding bed sheets — blindfolded!
To play on Whirlpool’s best-selling top load pair, the Duet, singles will also participate in well-known karaoke duets like “You’re the One That I Want” and “Don’t Go Breaking My Heart.”
Throughout the evening, Whirlpool will showcase a new suite of appliances aimed to fit consumers based on their lifestyles: the Duet Sport(TM), Cabrio(TM) and the Classic Series. The appliances are the perfect match for every type of household, whether it’s a bachelor doing mini-loads in a city apartment (Duet Sport system) or a family doing several loads of laundry each day (Cabrio system).
The first of the events will kick off in Atlanta (September 7) at the Insperience(R) Studio by Whirlpool Corporation, 3232 Peachtree Road, followed by Minneapolis (September 14). For more information, go to http://www.whirlpool.comperfectmatch.
Other key survey findings include:
— Home Sweet Home: 28 percent of respondents take someone home on the first date; the largest number — 36 percent — wait until the fourth date, and 21 percent wait until the fifth date.
— Getting Personal: 42 percent of respondents ranked “doing laundry together” as the most intimate experience to share with a new boyfriend of girlfriend, tying with “buying groceries together” but easily beating “cooking together.”
— When to Wash? More than 35 percent of respondents said they usually wait 6-12 months before they do laundry with someone they’re dating. 42 percent responded that they’d “never do laundry with someone else watching.”
— The “Ex” Factor: 50 percent of respondents said that they’re washers at heart
— and more than 71 percent of those washers said that their last “ex” was also a washer!
Survey Methodology
Perfectmatch.com’s three million members were invited to participate in a multiple-choice survey recently posted on Perfectmatch.com. The poll generated more than 350,000 total responses.
About Whirlpool Corporation
Whirlpool Corporation is the world’s leading manufacturer and marketer of major home appliances, with annual sales of more than $19 billion, more than 80,000 employees, and more than 60 manufacturing and technology research centers around the world. The company markets Whirlpool, Maytag, KitchenAid, Jenn-Air, Amana, Brastemp, Bauknecht and other major brand names to consumers in nearly every country around the world. Additional information about the company can be found at http://www.whirlpoolcorp.com.
About Perfectmatch.com
Leaders in the online relationship service industry and now, the fastest growing relationship site with three million members, Perfectmatch.com was founded by the team who pioneered online dating and relationships.
It is the only relationship service to offer the Duet(R)Total Compatibility System (Duet(R)), co-developed by internationally renowned relationship authority, Pepper Schwartz, Ph.D. Based on 30+ years of research, the revolutionary Duet(R) analyzes each member’s Personality, Values and Ideals, Life and Lovestyle(TM) and Preferences to identify and find just the right person for them.
+++PRESS RELEASE++