Hotpoint targets old appliances with ‘Change For The Better’ campaign

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White goods manufacturer Hotpoint is launching a new campaign to encourage people to replace their old appliances.

The national ‘Change For The Better’ campaign promotes the benefits of switching an old appliance for a new, more energy efficient and technologically advanced model from Hotpoint, that can reportedly help consumers save money on their energy and water bills. Consumers can also save up to £150 in cashback offers when they buy selected new laundry, dishwashing, cooking, cooling and small kitchen appliances from Hotpoint’s built-in, freestanding and small appliance ranges.

Hotpoint communications director Ian Moverley said: “Around 1 in 3 households has an appliance in their kitchen that’s more than 10 years old. Most people wouldn’t dream of using a 10 year old mobile phone, but they’ll hang on to an old, inefficient appliance that’s costing them money. In many cases, they’ll be missing out on state-of-the-art technology that will give them fantastic time and money saving features, and uses less energy than their old appliances.”

The promotion also supports Time to Change, an industry-wide initiative from AMDEA, the Association of Manufacturers of Domestic Appliances, which encourages consumers to change to a more efficient appliance.

The promotion runs in the UK and Ireland for six weeks to 28 May. It’s reportedly backed by a multi-million pound advertising campaign on primetime TV and online that will hit 39 million consumers over a period that includes the Easter and May bank holidays.

The ‘Change For The Better’ promotion is advertised at the end of Hotpoint’s ‘Anti-Stain washing machine’ TV ad, as well as the Hotpoint and Finish slimline dishwasher TV advert (UK only). The promotion will also be supported by in-store POS material, and online with a series of digital banners and content.

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