Whirlpool whomps up a sudsy triple threat

The appliance biggie has come up with an enviable combo: an attention-grabbing exhibit for a major consumer show, an engaging online auction, and a hefty contribution to a charity that's appropriate to its stock in trade.

Mississauga, Ont.-based Whirlpool Canada will launch a win/win/win initiative at the National Home Show, which opens in Toronto on April 13. The company gave $10,000 each to three designers to produce ‘dream laundry rooms,’ kicking in three pairs of its new Whirlpool Duet washers and dryers.

The rooms the designers concocted will be showcased at the giant consumer show for a week, and will also be up for bids in a national online auction, with the loot donated to Habitat for Humanity Canada. Although the Home Show closes on April 22, auction bids will be accepted until June 15, when three lucky winners will get the green light to take the dream rooms home.

PR for the initiative is being done by Toronto’s Harbinger Communications. As well, The Media Company of Toronto did the buys for advertorials about Whirlpool’s new Laundry 1-2-3 custom options, which are set to appear in upcoming issues of Chatelaine, Canadian Living, Today’s Parent, Châtelaine, Coup de Pouce and Magazine Enfants.

www.whirlpool.ca/dreamlaundry (as of April 13)