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Beko and Finish partner for new TV campaign

Appliance manufacturer Beko has joined forces with dishwasher detergent brand Finish as part of a new campaign aiming to dispel consumer myths about dishwashers and drive Beko sales.

The new TV campaign translates quantities of water into clear visual comparisons to demonstrate how little water a Beko dishwasher uses.

“Consumers will be surprised to see how little water a Beko dishwasher uses to clean a full load. Water efficiency remains an area of real focus and innovation for us and we hope that this new advert will highlight to consumers that a dishwasher needn’t cost the earth to run, which is particularly pertinent at a time when many are concerned about rising household costs,” said Beko marketing director, Teresa Arbuckle.

The additional partnership with Finish sees Beko offering six months’ worth of free Finish Quantum dishwasher tablets with the purchase of selected dishwashers.

Jerome Lemaire, marketing director at Reckitt Benckiser, manufacturer of Finish, added: “Both Beko and Finish aim to make householders’ lives easier and we are confident that this new campaign will drive consumers to re-consider the category.”

The campaign runs from this week until 16 November.