THE ‘SO FRESH, SO CLEAN’ WASHING MACHINE
Brand
WHIRLPOOL
Entrant Agency
WOW STUDIOS
Category
Audio & Radio
Festival & Year
Cannes Lions (2026)
Case Study Details
Whirlpool Brand - The So Fresh So Clean Washing Machine (Case Study) | Campaign
Most people think front load washers are stinky. So, when Whirlpool® launched their latest washer with the FreshFlow™ Vent System, they needed a way to tell the world that this front load was fresh. Enter hip hop legend Big Boi. Whirlpool collabed with Big to drop a limited-edition line of laundry sets that play the 2000’s hit “So Fresh, So Clean” after every cycle. The So Fresh So Clean Washing Machine was given away on Instagram, where it ignited a massive response from followers and fans.
Credits:
- Client: Whirlpool Brand
- Agency: WoW Studios
- Public Relations Agency: Ketchum
Presentation Board
THE
SO FRESH
SO Clea%Mm
WASHING MaAaCHINe
Whirlpool x BIG BO!
The Situation
People perceived front load washing ee)
machines as anything but fresh. Whirlpool
needed to let people know about their new LO
FreshFlow™ Vent System, which helped
solve that issue.
The Solve
Whirlpool created the freshest appliance drop
of all time (literally) in a collab with hiphop
legend Big Boi. They engineered the washers
to play the 2000's hit “So Fresh, So Clean”
after every cycle, and they then launched a
giveaway with Big Boi on Instagram.
653™
Impressions
$2.7™
Earned Media
+3.7°°
Market Share
4+4?Ts
Unaided Awareness
*. 63.3”
° Follower Growth @
«| can't wait to hear the satisfaction yy ¢¢ BRB,makingsureour 53. gq _Youknowyoumiddle aged when tRegppliances 3, ¢¢ #WhirlpoolSoFresh This is 3
of knowing it means clean clothes), laundry room has enough are exciting. It's me, I'm middle aged and" amazing!’Changing the
#WhirlpoolSoFresh space for dancing excited about appliances. #WhirlpoolSoFresh. "> -game in front load washers!
@thekimbean @BestBuy @naimagram @thekimbean
“Big Boi & Whirlpool Collab To
Give Away Washing Machines
That Play ‘So Fresh, So Clean”
/HIPHOPHIRED!
