#appliancebrands

[checkappliance]

Indesit washing machines have a significant market share in the UK, but many are unaware of the brand's origins and ownership. Originally an Italian company founded in 1953, Indesit was later acquired by Merloni Elettrodomestici SpA in 1987 before being purchased by Hotpoint in 2001.

In 2014, Whirlpool bought 60% of the Indesit brand, and in 2023, Whirlpool merged its European appliance operations with Turkish corporation Arçelik, which owns brands like Beko and Grundig. This new merged entity, with Arçelik owning 75% and Whirlpool 25%, encompasses over 20 brands, including Indesit, Hotpoint, and Whirlpool itself.

While some Indesit machines are still produced in Italy, manufacturing now spans multiple European countries like the UK, Russia, Turkey, and Poland. Despite changes in ownership, the Indesit brand maintains its identity and market presence in the UK.

[theadmad-blog]

Black&Decker Fire Storm 

Black&Decker has a newer line of products called FireStorm. These tools claim to be the most powerful, durable, and innovative. They're tough and heavy duty, which is kind of what I get based on their FireStorm print ads. It's interesting to me how personification always seems to be the method of approach when creating ads for appliance companies. Although these tools don't exactly appear personified, the tag lines used create this idea of personification. "Don't just finish the job. Nail it." "Use it. Abuse it. You know the Drill." And, "Take one down. Pass it around." These actions are suggestive to the product, giving it human capabilities. The language used also reflects the brand's promise of tough and heavy duty tools. I think the language is slightly crude, but it's also masculine and seems appropriate since they're promoting tough and heavy duty. I'm glad that the tools are left in a natural environment, rather than photoshopped and placed on a white backdrop. They look very rugged. I also like the use of all caps type, and the white pops against the images.