Retail Observer

RETAILOBSERVER.COM OCTOBER 2025 22 Handcrafted from kiln-dried hardwoods, furniture-grade plywood, and rich wood veneers, it comes in three nature-inspired finishes: White Oak, Natural Oak, or Walnut. Three refined hardware options of Black, Polished Chrome, or Brushed Gold are offered. Brunswick also features visible dovetail joints, premium soft-close glides and hinges, and a removable drawer organizer. Two marble composite tops, either a classic white or striking black marble composite, a matching backsplash and a preinstalled cUPC- certified sink complete the vanity configuration. We invite you visit www.bellousa.com to explore our distinguished portfolio of luxury plumbing products. MIELE'S FIRST CAMPAIGN FOR NORTH AMERICA SPARKS RUMORS 125-year-old German appliance brand gears up to be the talk of the town Miele announces the launch of its new landmark creative campaign for the North American market. Created together with Wieden+Kennedy Amsterdam, this strategic initiative is engineered to cultivate curiosity around the 125-year-old German brand, which, building upon its European prestige, now has the opportunity to elevate its brand in North America. Founded in 1899, Miele is a family-owned company rooted in superior engineering, technology, sustainability, and premium design. With industry-leading 20-year product testing and durability, Miele has become synonymous with quality across Europe. "The Rumored for a Reason campaign serves as a launch pad for Miele in North America to propel brand growth," said Søren Rye, president and CEO for Miele U.S. and Mexico. "We have a significant opportunity to harness Miele's unparalleled quality, innovation and performance to spark more than a conversation and motivate and build trust with our customers who deserve premium appliances." The core campaign challenge was significant: introduce a brand largely unknown to the consumer, and leverage its inherent European mystique and must-have allure. The solution is a bold campaign that leans into this truth, positioning Miele as the best appliance brand you've never heard of. The campaign's foundation is built on the insight that "a good kitchen is a flex; a great kitchen becomes a source of gossip." While Miele is shorthand for long lasting quality in Europe, its relative obscurity in North America became the exciting solution. "While Miele may not yet be a household name in North America, it enjoys a devoted if-you-know-you-know following." said Thorsten Brandt, SVP and gobal head of brand & customer experience at Miele. "Our 'Rumored for a Reason' campaign fuels this mystique by transforming the extraordinary truths behind Miele's heritage and quality into irresistible, gossip-worthy rumors. With Miele's signature style and dry wit, the integrated campaign playfully taps into our legacy, turning global admiration into intrigue as we grow our presence in North America." LEANING INTO GOSSIP The creative approach leans into the culture of today's premium home makers. It features a suite of cinematic films designed to highlight Miele's innovative engineering and long-lasting quality in a way that is inherently shareable, sparks curiosity, and prompts conversations. The campaign does just that by spreading the brand's boldest and most outrageous yet real-life claims. These include statements like "Miele's outlasts most marriages" and "Increases property value" – verified truths that underpin the brand's legendary durability and desirability. These "rumors" serve as the creative backbone, designed to grab attention. A CINEMATIC PARTNERSHIP WITH JANICZA BRAVO To ensure the campaign would feel like a real piece of cinema, the brand partnered with acclaimed film director Janicza Bravo (known for her work on Atlanta, Lemon, and Zola). Bravo's distinctive vision, trademark wit, and character-driven humor were instrumental in crafting a universe that is both relatable and outrageous. Bravo also brought together an incredible production team including BAFTA- winning costume designer & stylist PC Williams and Zone of Interest Director of Photography Łukasz Żal. "Miele is an incredible brand with a rich history of unparalleled quality," said Edouard Olhagaray and Ramona Todoca, creative directors with Wieden+Kennedy Amsterdam. "We looked to mirror this richness in the craft of the campaign, leaning into a tone of sophisticated humor that our discerning audience will recognize and resonate with." SPREADING THE RUMOR The campaign rolls out on June 16 across North American video, digital, social, and print. It will launch throughout Canada and the United States including key markets such as Los Angeles, New York City, Chicago, and Miami, and will be supported by the largest ad spend to date for Miele North America; more than tripling the focus in brand building YoY. The Rumored for a Reason ad push will target 85 percent of the core audience segment with the intention of more than doubling the impressions on this same target group. Miele U.S. worked closely with Spark Foundry to deploy the campaign across several verticals. Visit www.MieleUSA.com to learn more. I N D U S T R Y [ N E W S ] RO

• Cover