Electrolux doubles spend with new strategy

Electrolux, the world’s biggest appliances company, is doubling its marketing spend to 15m across its key UK brands. The move aims to put innovation and marketing at the centre of the company’s strategy.

It will be focusing on AEG, Zanussi and Electrolux with new advertising due to break across all three brands over the next three months. It will also support the company’s ongoing co-branding strategy, which sees the Electrolux parent brand added on to AEG and Zanussi products.

A key part of the strategy is reintroducing the “Appliance of Science” strapline and “yellow DNA” branding for the Zanussi brand.

Electrolux UK branding and marketing director Andy Mackay says that it is bringing back the line across its laundry and dishwashing lines because it is “iconic”. A campaign, which is due to break from April, is currently being developed by Bartle Bogle Hegarty. A majority of the spend will be focused on Electrolux. It is scrapping the “Makes Life a Little Easier” strapline in favour of “Thinking of You”, which has been developed by Lowe Sweden. The line will stress that it is now using insight into consumer needs in order to drive product innovation and development.

Mackay says that the company recognises that it is the parent brand that “needs to be energised the most”.

It is also supporting the premium AEG range with a national cinema and press campaign, which breaks in May and has already been developed by BBH.

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