Maytag's Slogans & Taglines

Maytag Corporation is an American home and commercial appliance company founded in 1893 by Frederick Louis Maytag in Newton, Iowa. Originally a farm equipment manufacturer, the company entered the washing machine business in 1907 with the hand-powered Pastime washer. By 1922, the innovative Gyrofoam washer with a bottom agitator propelled Maytag to industry leadership. The company later expanded into automatic washers, dryers, dishwashers, and food waste disposers, diversifying into full-line major appliances through acquisitions including Jenn-Air in 1982 and Magic Chef in 1986. Acquired by Whirlpool Corporation in 2006, Maytag today offers washers, dryers, refrigerators, ranges, and dishwashers recognized for commercial-grade construction.

Brand messaging has consistently centered on reliability. The iconic "Lonely Repairman" advertising campaign debuted in 1967 to dramatize product dependability, establishing a long-running association with durability. In 1983, the company formalized this reputation with the tagline The dependability people, later shifting to Depend on us in 2003. The current campaign, What's Inside Matters, introduced in 2011, extends the dependability promise by emphasizing both durable internal components and the valued items consumers place inside their appliances.