Electrolux, the world’s big-gest appliances company, is increasing its backing of Electrolux-branded products with the launch of a new range with major advertising support.
The Global Design (GD) Range is the first Electrolux-branded range to incorporated products across the cooking, cooling and washing categories. It includes a number of “iconic” products such as a tumble dryer that irons clothes and a fridge freezer with a built-in Brita water filter.
Andy Mackay, Electrolux UK brand and marketing director, describes the launch as its “strongest ever” and it aims to position Electrolux as the leading brand in home appliances.
He adds that each product has been developed from a consumer insight into how to make life easier. The Electrolux Iron Aid tumble dryer features steam cycles that help to remove creases and folds in clothes to make ironing faster and easier. The GD range includes both freestanding and built-in ranges.
The company is planning to invest £5m in supporting the GD range across TV and press from early June. The Iron Aid will be supported in dedicated TV and press campaign and the built-in range will receive the same support later in the year.
The brand is also using search and banner advertising for the first time. Mackay says the move was prompted by research that shows that 10% of appliances are now acquired online.
The advertising will continue using Electrolux’s “Thinking of You” strapline, which emphasises that its product design is developed with consumer insight in mind.
The company is also investing £3m in five different press campaigns to support the AEG-Electrolux across the weekend paper supplements. The ads, which will continue to use the strapline “Perfekt in Form und Funktion”, aim to position the brand as a premium range for people looking to make a more “considered purchase”. It will also support the brand’s endorsement of its dishwashers by the UK Noise Association. Zanussi-Electrolux will also be supported by ads in national newspapers.