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MasterCool

A campaign elevating Miele’s new range of fridges and freezers.

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The challenge

Leading kitchen experience brand Miele introduces the new range of MasterCool fridges in the US.

Following our ground-breaking global campaign for Miele kitchen appliances in 2019, we evolved our creative to launch this innovation in Northamerica. A unique concept and execution that disrupts the category in the most beautiful way.

With a brand awareness auf 4% in the US the absolute need was to overcome this barrier and create a buzz beyond functionality. Our idea was to reframe cooling and integrate it into the cooking process. In short: Cooking starts with cooling.

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Our story

Miele’s unique cooling technology “Preserves the taste of nature” using different climate zones to maintain the quality and flavors of different foods.

We created a seductive narrative on how cooking starts with cooling, starring 3 Michelin star chef Kyle Connaughton and celebrated Japanese flower artist Azuma Makoto.

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“Select World created a premium campaign that emphasizes Miele´s unique cooling technology in the most arresting manner. By connecting nature with our appliances, we visualise the gold standard of food quality: preserving the taste of nature. The Select team continues to elevate our communications, and enriches both the desirability of our brand and the purchase intent of our products.”

Richard Green
Miele Global Brand Director

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