Miele, the world’s largest manufacturer of premium domestic appliances with a history of German engineering, premium design, and long-lasting durability, knows most people probably haven’t heard of them…until now. In June 2025, Miele launched a new ad campaign titled “Rumored for a Reason,” as part of a first-ever dedicated brand push in North America, playfully leaning into its lack of U.S. brand awareness and positioning Miele as the best appliance brand you’ve never heard of.
Sharp is thrilled to come on board as Miele’s new PR agency of record right in time to support the campaign launch announcement and to build Miele’s brand awareness during this historic investment in the North American market.
We’ve hit the ground running with the campaign launch generating a feature story in Ad Age: Miele campaign in North America looks to make the brand’s obscurity an asset and an interview with Miele VP of Marketing, Cathy Grayson-Roper, featured in MediaPost.
In parallel, we’ve secured quick wins for Miele in top target outlets like Real Simple, The Spruce, Architectural Digest, Business Insider, Kitchen & Bath Business and more, amplifying Miele’s expertise in cooking and cleaning appliances as well as leveraging timely moments like Amazon Prime Day sales.
Looking ahead, we’ll be partnering closely with the Miele communications, advertising, and designer engagement teams to build brand awareness, tell amazing product stories, and connect with media, trade, and consumers in truly stand-out ways.
Get ready to hear much more from Miele this year and beyond!