Opportunity
A leading global appliance manufacturer was preparing to launch an innovative new product designed to make everyday life easier for consumers of all abilities. The company wanted to reach a core audience of consumers, retailers, and distributors in the consumer electronics and major appliance industries. While the manufacturer had a strong reputation for product quality, it sought to differentiate this new launch by showcasing its dedication to accessibility and inclusive design, a growing area of importance given that one in four U.S. households includes at least one family member with a disability.
Solution
Montieth & Company developed a strategic media relations campaign aimed at securing high-impact coverage in a top-tier trade publication read by key industry decision-makers. The team identified a prominent trade outlet whose readership included distributors, suppliers, and consumers and crafted a story highlighting the intersection of innovation, inclusive design, and empowerment.
The campaign centered on the launch of a first-of-its-kind, 360-degree rotating lower dishwasher rack designed with accessibility in mind. The product, hand-assembled in the U.S., was created to make everyday kitchen tasks more accessible, empowering, and less physically demanding for all users. Montieth & Company positioned this innovation as part of the manufacturer’s broader partnership with a leading national disability advocacy organization, demonstrating how collaboration and empathy can drive purposeful design.
To develop a compelling story, Montieth & Company facilitated interviews with the company’s lead product designer, who discussed the engineering and testing process; a corporate spokesperson, who articulated the brand’s human-centered innovation philosophy; and a disability advocate, who spoke to the real-world impact of accessible product design. The feature also incorporated details of the company’s expansion to full-scale production at its U.S. manufacturing facility and its initiative to donate units to rehabilitation centers in support of independent living.
By weaving together these perspectives and utilizing marketing communications and PR, Montieth & Company positioned the manufacturer as a leader in inclusive design and a driving force for accessibility within the appliance industry.
Result
The campaign culminated in a feature story in one of the most influential trade publications serving the consumer electronics and major appliance industries. The article spotlighted the manufacturer’s commitment to inclusive innovation, domestic production, and partnerships that promote accessibility and empowerment.
The coverage resonated strongly among the intended target audience, generating heightened awareness and credibility for the company’s accessibility-focused initiatives. It also established the manufacturer’s spokespeople and design team as trusted thought leaders in inclusive product innovation, reinforcing the company’s reputation as a forward-thinking, purpose-driven brand.