Electrolux unveils ‘designed for comfort’ vacuum cleaner

Electrolux is launching a vacuum cleaner with a new “looped” handle that it claims will reduce strain on consumers’ arms and shoulders. It will go on sale next month.

The appliances manufacturer has developed the ergonomic “O” shaped handle to eliminate awkward angles when vacuuming as it allows consumers’ to move their hand naturally around the loop. The handle is telescopic so it can be adjusted according to height and is also lined with rubber to give it a cushioned grip. It will cost from between &£129.99 and &£149.99.

The upright vacuum cleaner, which is also bagless, is expected to be supported by trade and press advertising as well as in the overall advertising campaigns for Electrolux. Earlier this year, the Sweden-based company announced plans to place consumer-led innovation at the heart of its strategy (MW February 16).

It is focusing its marketing on the AEG and Zanussi brands but it is particularly keen to develop the Electrolux parent brand in the UK. It has doubled its spend to &£15m.

Electrolux scrapped the “Makes life a little easier” strapline in favour of “Thinking of you” to underline the strategy of developing products through consumer insight. The advertising for Electrolux is developed by Lowe Sweden.

The company has also brought back the iconic “Appliance of science” strapline for a new Zanussi campaign, which was developed by Bartle Bogle Hegarty.

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