Marie Meets · Issue 3/2024Main Sponsorship

CASE STUDY:
Marie meets … Miele

A premium fashion and interview editorial, with our main sponsor Miele as an authentic part of a story about sustainability, durability, and hypocrisy in the fashion industry.

22 pages

Editorial presence in a premium magazine environment

3 faces

Prominent testimonials with strong reach

125 years

Brand history as a substantive argument in the main text

Print magazine + digital

Print circulation combined with @regendelfin digital reach

Miele Grazie

About long-lasting fashion, true friends, and hypocrisy in the fashion industry

Production: MNPG GmbH
Text: Marie von den Benken

Published in

Welt Vegan Magazine - Marie Trifft
Issue 3/2024

find the Issue here

The Faces

Three strong personalities who all stand for sustainability and a conscious lifestyle - and together carry an authentic message.

Kilian Kerner

Fashion designer · 20 years of the brand · GNTM juror

As one of Germany's best-known fashion designers with a millions-strong audience, Kilian Kerner stands for sustainable style and attitude.

Josie Hermer

Actor · Schloss Einstein · RTL+

Known from successful German productions, Josie Hermer stands for a new generation with a conscious lifestyle and authentic impact.

Marie von den Benken

Author · Host · @regendelfin

Host and heart of the format. Marie combines humor, responsibility, and lifestyle in a unique way.

more about Marie

The Performance Package at a Glance

As part of a main sponsorship, Miele receives a comprehensive, multi-dimensional package of editorial presence, far beyond classic advertising.

Each service component reinforces the others. Together, they create a coherent, credible brand image within a high-quality editorial context.


01 · Product Placement & Location in the Fashion Motif

The Miele Experience Center Unter den Linden 26 serves as an exclusive production backdrop. Miele appliances are staged as a natural part of the fashion motifs - high-quality photography featuring three celebrities creates a context that goes far beyond classic product advertising.

Organic Integration

No classic ad. The Miele appliances are a natural part of an editorial lifestyle image at one of Berlin's best-known addresses.

High-Quality Photography

Professional photography (Paul Küster) gives the products an elegant, contemporary image in a fashion context.

Prominent Surroundings

The placement alongside three well-known personalities strengthens brand perception through positive image transfer.

02 · Extensive Editorial Brand Text

Miele is named and integrated into the narrative across several pages, not labeled as advertising, but presented as a natural part of the story.

The brand is described as a pioneer of durability, sustainability, and innovation, including:

  • A personal brand anecdote from Marie (“Miele loyalty since her mother”)
  • Company history since 1899
  • Product innovations such as the InfinityCare care drum and TwinDos
  • The 20-year lifespan philosophy as a corporate value

Why this works

Editorial integration creates three times more credibility than traditional advertising. Readers perceive the message as a journalistic recommendation, not paid communication.

03 · Exclusive Expert Interview: Head of Sustainability

Multi-page interview with Max Wagner, Head of Sustainability at Miele, about energy efficiency, eco-programs, CO2 neutrality, and the 20-year lifespan philosophy.

04 · "Miele milestones" chronicle & brand narrative

Independent graphic timeline page: 125 years of innovation history – from the first washing machine in 1901 to the InfinityCare gentle drum in 2025. The Miele anniversary is connected with substantive depth.

Graphic timeline

Visually independent page with Miele innovation milestones – concise, informative, and strengthening the brand.

Anniversary as content

The 125th anniversary becomes part of the story – not an advertising block, but a content highlight of the issue.

Strategic Positioning

Miele does not appear as an outside sponsor, but as a natural part of a story about longevity, quality, and honest sustainability—told by protagonists who embody exactly these values. 125 years of brand history as a content argument, not an advertising claim.

This positioning makes Miele a pioneer of sustainable brand communication—credible, contemporary, and powerfully anchored in a story that moves people.

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