Reliability, durability, quality: Beko launches new campaign in Israel

Beko, the global home appliance manufacturer, has launched a new campaign in Israel under the slogan "Reliability, Durability, Quality." The campaign, set to go live on November 24, represents an investment of approximately NIS 1 million and will be featured across digital platforms, outdoor signage, radio, and point-of-sale locations.

The campaign comes at a pivotal time, following Beko's transition to a fully owned subsidiary in Israel in May 2024. This strategic move enables Beko to directly manage sales and distribution operations in the local market, tailoring its offerings to the specific needs of Israeli consumers.

As part of the campaign, Beko highlights the durability tests conducted on several product categories, including refrigerators, dishwashers, and washing machines, which have undergone rigorous stress testing. These tests include extreme weight-loading, repeated door openings and closings, and comprehensive endurance assessments simulating years of intensive use. To underscore its confidence in product quality, Beko offers a two-year full warranty on all products, excluding gas stoves and gas-combi ovens, reflecting its long-term commitment to customers.

"The new campaign reflects our deep commitment to Israeli consumers and our desire to showcase the durability tests our products undergo as part of Beko’s global strategy," said Cihan Yaşın, CEO of Beko Israel. "We believe Israeli consumers seek high-quality products that combine meticulous design with exceptional performance and reliability, all at a fair and competitive price. Our transition to a fully owned subsidiary allows us to strengthen our connection with Israeli consumers and offer them products precisely tailored to their needs."

With rising demand for washing machines and dryers, Beko's BEYOND series stands out, offering innovative technology and advanced design. These appliances feature a range of advanced washing programs, energy-saving systems, and smart protection mechanisms to ensure optimal care for clothing. Their modern, sleek design fits seamlessly into any space while maintaining full functionality and maximum ease of use.

Beko products are now available at approximately 250 sales points across Israel, including leading retail chains such as A.L.M., Electric Group, SMART, Switch, Super Glory, and select private stores. The campaign will run until mid-December across outdoor, radio, digital platforms, and in-store displays.