Money-back guarantee from old school Maytag print ad

This Maytag ad flips the script with one brilliant line: “It is not the one you have now.” That’s confident marketing. It takes an ordinary product (a fridge!) and makes you question your loyalty in five words.

The Marketing Magic

This ad sells trust and longevity, but it does it with personality. The guarantee until the year 2000 isn’t just about time — it’s a flex about durability. Then it calls out the reader, playfully but boldly.

Why It Works

• Creates instant contrast between Maytag and competitors
• Turns a feature (long guarantee) into a benefit (peace of mind)
• Adds personality to a “boring” appliance category
• Uses time (“until 2000”) to signal long-term reliability

Examples

• Apple’s “Think Different” campaign challenges the status quo directly
• Avis’s “We Try Harder” leans into underdog honesty
• Dollar Shave Club opened with a bold, funny tone that made razors interesting again