Beko has announced two major campaign partnerships with P&G, launching coordinated promotions for its latest dishwasher and washing machine technologies that will reach over 50 million consumers across multiple media platforms.
The eight-week campaigns, launching this October, feature Beko PowerIntense dishwashers partnered with Fairy, and Beko EnergySpin washing machines and washer dryers paired with Ariel. Backed by multi-million-pound media investment, the campaigns will run across prime-time television, video-on-demand, digital, and social platforms.
Central to the dishwasher campaign is Beko's latest PowerIntense technology, which features a unique four-spray arm system with bi-directional movement and pulse effect designed to deliver intensive washing across every zone of the dishwasher.
Vijay Bhardwaj, Marketing Director at Beko UK & Ireland, said: "PowerIntense represents the next generation of dishwasher performance. Its innovative spray-arm technology ensures that every dish, from the toughest pans to delicate glassware, comes out perfectly clean.
"To support retail sales, Beko is launching two national promotions running from 1st October to 18th November 2025. Customers purchasing any Beko dishwasher will receive six months' free Fairy Platinum Plus, whilst those buying Beko EnergySpin washing machines or washer dryers will receive six months' free Ariel The Big One.
The promotions will be available to all national accounts, with Beko providing branded point-of-sale materials and marketing support. Dedicated campaign landing pages at beko.co.uk/power-intense and beko.co.uk/energy-spin will support the promotional activity.
Vijay Bhardwaj added: "By including six months of free Fairy and Ariel products, we're helping families enjoy brilliant cleaning results while saving both time and money, whilst supporting our retail partners with a strong driver to boost appliance sales."
