Executive also talks about the brand’s purpose and new campaign
Executive who got his hands dirty with 15 other leaders from Whirlpool – owner of the Brastemp and Consul brands – during immersion in the company’s factories, with the aim of seeking insights to better serve the consumer, Gustavo Ambar talks about the company’s purpose of delivering the best kitchen and laundry products and services in Brazilian homes.
With two iconic brands in the segment, with Consul we seek more accessibility and we are celebrating the brand’s 73rd anniversary, with the launch of the Retr Consul minibar, he highlights that Brastemp is the brand that changes behaviors, it was, for example, The first to offer automatic washing machines to consumers and the pioneer of reverse design, highlights the general manager.
In this interview, Ambar also talks about new developments, such as the new Brastemp concept.
Recently, Whirlpool held an action with the company’s leaders in August. They had to occupy other operational roles within the company. What did you propose to them?
Before starting, I wanted to contextualize a little of my story, telling you how I got here. Since I was little I had contact with the world of commerce, I have Lebanese ancestry and my family owns aviation stores on Rua 25 de Maro, in São Paulo, and I was educated on the store floor. I worked in the family business and was trained at this school, learning from an early age to get my hands dirty to acquire knowledge of the business, empathy for those who run the operation and direct contact with consumers. That’s when I started to fall in love with this universe. From then on, I had experience in consumer goods industries and, recently, I completed five years at Whirlpool and, from then on, I held positions that gave me expertise in marketing and in our Brastemp and Consul brands. And when I took on the role of general manager of Whirlpool in Brazil in May, one of my missions was to further promote synergy between the entire development process of the brands’ products, from research to the final end, which These are consumers’ homes. To do this, I felt the need for everyone to know the company’s operations and day-to-day activities in depth. With this in mind, I had the idea of bringing together 15 leaders, from the most diverse areas, such as brand and strategy, product marketing, sales, D2C, consumer services, HR, strategic planning and logistics, in a surprise action to experience the daily lives of two of our factories, at the Rio Claro/SP and Joinville/SC units, and in stores in São Paulo/SP and the region. And I also had the opportunity to experience each of the activities carried out together with our other leaders. The objective was to work in operational positions such as manufacturing, sales, logistics and customer service, getting my hands dirty and having real day-to-day experience of such functions, in order to obtain insights to promote internal improvements, serve employees and also have more focus on consumers.
What is the result? What insights have you already gained from this operation?
We had positive feedback from all leadership. None of them were expecting an action like this and they were all really taken by surprise. We promote an intense immersion, for a week, dealing with activities that are outside the daily routine of each of the 15 directors within Whirlpool. I believe that the biggest lesson that all leaders took away concerns the final look at the consumer and serving the employee. Every detail in the operation counts as the final experience to deliver the best kitchen and laundry products and services to Brazilians’ homes. Naturally, each person obtained an individual experience and learning that will certainly remain in their memory forever. For me, in particular, I would say it was one of the most memorable moments in my professional and personal journey. With this, we are able to provide each leader with 360 understanding to help with decision-making both inside and outside the company. Now, we want to manage so that this action, which lasted a week, continues to engage the teams daily and continues, in the future, in pills, which gradually change the way we lead the company.
Recently, the company changed agencies. He handed over his account to DM9. What is the proposed change?
Our brands rely on the expertise of several agencies that are dedicated to strategy, creation, development and execution of specific communication actions and projects. We have been working with FCB, FSB, Spark for some time and, recently, DM9 joined us to take care of digital demands. Each of these partnerships contributes to strengthening relationships with consumers through content, pieces and ideas capable of generating engagement, interaction and online repercussions through both brands’ social networks.
What strategies do you intend to adopt this year? Will brands have new campaigns?
This year we have already brought important launches from both brands, such as the Brastemp Oven with Air Fryer solution, offering practicality in preparing meals and healthier eating. At Consul, to celebrate the brand’s 73 years of history, the Retr Consul minibar was launched in a limited edition, with an aesthetic reminiscent of the first version of the brand’s refrigerator. For this second semester, we have a huge project for Brastemp. What I can anticipate is that the brand will once again speak to the consumer in a new format, language and look. Traditional, iconic and avant-garde in the categories in which it is present, Brastemp is attentive to new trends and consumer demands.
What are the main trends in terms of design for each of the Brastemp and Consul company lines?
Brastemp delivers design solutions with purpose, providing experiences that go beyond form. In addition to sophistication, the brand’s products show their performance through intelligent interfaces, robust finishes and attention to detail. I can highlight some products such as the premium refrigerators, the glass table stoves, the dishwasher line and the oven with air fryer function. Consul is a brand recognized for bringing innovations and creative insights, through intelligent solutions and creative design. Our products are easy to use and intuitive, designed to simplify processes and help with routine. Consul’s products have a current and creative design, making the home more pleasant for those who live there and attractive for those who visit. We also bring efficiency in products that consume fewer resources and avoid waste. A good example is the high-capacity Frost Free refrigerator, which allows the internal space to be customized according to consumers’ needs.
Retro models, such as the minibar launched this year by Consul, which is reminiscent of the brand’s old refrigerator, are back on the market. Why this return to the past? What is the strategy?
The launch of the retro Consul minibar is a celebration of the brand’s 73 years of history. The retro design refers to the brand’s first refrigerator model, launched in the 1950s, bringing this affectionate memory of a brand that is part of Brazilian homes through the classic colors of the time, the classic Consul logo, metallic handle and toothpick feet in wood. Only 200 units were produced, making the product even more exclusive for this celebration, through a design full of personality, with all the technology that Consul offers.
Read the full interview in the September 18, 2023 edition
