The brand says it has invested heavily in creating a new logo and strapline “la vita è bella” or “life is beautiful” in English. Its marketing also features the line “Italian since 1916” to reinforce its heritage.
Ian Banes, managing director at Electrolux Major Appliances UK, told Marketing Week: “Zanussi has a heritage in style and design that is the envy of many, and we really want to bring that to the fore.
“The new branding aims to really optimise the emotion and passion of our brand that will engage and capture the imagination of our target audience of 25- to 35-year-old females who want stylish appliances that involve minimal effort.”
Zanussi says the new branding will appeal most to people seeking authentic brands and position Zanussi as offering “affordable appliances with Italian flair”.
The company will promote its new positioning with a consumer and trade press campaign, created by Lowe Worldwide with media planning and buying by ZenithOptimedia. The ads will feature the strapline “Say si to Zanussi”.
It will also rebrand its website and brochures to allow consumers to view its new products “without complicated tables and graphs”.
Later in the year, Zanussi will carry out experiential work to showcase its brand positioning at trade events. It claims its brand is the third most sought after in the electrical appliances market.