household chores are everyone chores | whirlpool

No more excuses: it's time to share the household chores

In Brazil, women spend twice as much time on household chores as men. Brastemp Whirlpool always has been present at brazilians houses and now is part of this urgent discussion.

Household Chores are Everyone Chores was the platform created by the brand to stimulate more equity in household chores between everyone who lives together.

We started with Brastemp, The Shared Edition, a launch campaign of a fictional technology: a button that everyone can use to turn on the laundry machine.

With this campaign, Brastemp increased brand preference by 79% and overcome the sales goal by 10,5%. Brand's mentions in social media increased 253% and the conversations about household chores exploded: in Twitter, the subject has 8 times more volume than the average registered since the beginning of pandemic in 2020.

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Also in 2021, we created The Wash Away Excuses. We identified the usual excuses that people use to not share the household chores and we printed t-shirts with an ink that comes out in the water, to be literally washed by a Brastemp.

The t-shirts were available to be bought in a pop-up store at Rappi, so they could be sent as a "gift" to the ones that are giving this kind of excuse.