Electrolux in new brand support burst


Electrolux Group, the consumer electronics giant, is launching a raft of new advertising campaigns to support its three key brands AEG, Electrolux and Zanussi.

The press activity across all three brands, which breaks later this month, is the second phase of a £10m advertising push announced earlier in the year (MW February 16). The campaigns will run until December.

A new Electrolux campaign will focus on the consumer insights that have been the basis for new products, such as the Insight Cooker, which has a large glass door to improve visability, and the Maxi Load washing machine, the first 8kg load in a standard size. It will use the "Thinking of You" strapline introduced at the start of the year (MW February 16).

The AEG-Electrolux campaign will support its built-in and freestanding products across its Compact Appliances, Longfresh Cooling and Silent Kitchen ranges. The campaigns, which have been created by Bartle Bogle Hegarty, will appear in upmarket home and food magazines.

Zanussi-Electrolux will also receive a second burst of advertising, which it launched earlier in the year (MW May 11). The campaign, also created by BBH, revived the Appliance of Science strapline and features the brand’s dishwashing and laundry ranges.


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