Aug. 29, 2008 - General Electric has kicked off a new marketing campaign highlighting the water- and energy-saving potential of its new line of frontload washers, MediaPost reports.

Convenience is key - the new GE Profile machines can wash up to 17 pairs of jeans at a time and hold six months worth of detergent in smart-release dispensers - but environmental performance and the resulting cost savings also play a major part in the branding push.

"We want people to do things that are better for the environment," says Paul Klein, head of branding and advertising for GE Profile. "The frontload washer uses about 15 to 16 gallons of water per load that you have to heat, compared with a traditional top-load washer at between 39 and 40 gallons."

Print ads began running in national magazines this week, and a TV spot will hit airwaves next week.