Beko announces launch of two major campaigns with P&G

Beko has announced the launch of 2 new campaigns with P&G, going live on 1st October 2025: Beko PowerIntense x Fairy and Beko EnergySpin x Ariel. Running for 8 weeks and backed by multimillion-pound media investment, the campaigns will reach over 50million consumers across prime-time TV, video-on-demand, digital, and social platforms.

At the heart of the dishwasher campaign is Beko’s latest innovation in dishwashing technology – PowerIntense. This system features a 4-spray arm with bi-directional movement and a pulse effect that delivers an intensive wash in every zone. 

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. We’re excited to bring this technology to millions of UK households through our latest campaign with Fairy.”

To support sales, Beko is also launching 2 national promotions:

• 6 months free Fairy Platinum Plus with any Beko dishwasher purchase
• 6 months free Ariel The Big One with any Beko EnergySpin washing machine or washer dryer
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These incentives will run from 1st October to 18th November 2025, and are available to all national accounts. Branded POS and marketing materials will be supplied to retailers, enabling them to maximise their sales opportunities, and the campaign will also be supported with dedicated campaign landing pages – beko.co.uk/power-intense and beko.co.uk/energy-spin

Bhardwaj added: “By including 6 months of free Fairy and Ariel products, we’re helping families enjoy brilliant cleaning results while saving both time and money. At the same time, we’re supporting our retail partners with a strong driver to boost appliance sales by drawing shoppers in-store and online.”