Electrolux, the white goods brand, has launched a &£5m television and press campaign to support the brand’s “Thinking of You” positioning.
The campaign, which has been created by Lowe Brindfors in Sweden, will focus on the Insight range, which includes cooking, cleaning and cooling products. The TV ads will highlight innovations – such as a cooker with large viewing windows – which aim to take the effort out of using the products. They will use the strapline/ “Insight. Better Visibility for Better Results”.
The latest Electrolux positioning was launched in February, as part of a strategy aimed at putting innovation and marketing at the heart of the company (MW February 16). Electrolux marketing director Andy Mackay says: “The unique Insight range will lead this investment, as we seek to develop the position of the global Electrolux brand in 2006 and the years ahead.”