ELECTROLUX E100 RANGE
BRAND CREATIVE STRATEGY
In the sea of sameness that is the whitegoods category, the Electrolux brand was not strongly differentiated and was primarily known as “the vacuum cleaner” brand. Electrolux partnered with bgb to launch their new E100 range, with the goal being to increase brand distinctiveness and desirability while delivering a total home offering message.
Most people are surprised to learn that Electrolux is a Swedish brand. With a forward-thinking culture that fosters innovation, Swedish brands and aesthetic are desirable the world over and especially in Australia. Let’s not forget ABBA were Swedish! A concept central to the Swedish lifestyle is Lagom – Lagom is about not too little, not too much, but just enough. It celebrates making your home a peaceful place and making the good life less complicated. Electrolux is the epitome of Lagom.
When told about this Swedish heritage and the promise of balanced living, consumers were strongly persuaded to think more favourably of the Electrolux brand. bgb’s task was clear – deliver this proposition to market.
Strongly aligning Swedish innovation with the E100 tasty and tactile product benefits, bgb developed a multi-channel campaign that celebrated the brand’s heritage whilst giving credibility to the promise of Better Living.
Brand distinctiveness + happy retailers
After years of static brand health, the Electrolux brand experienced strong growth in spontaneous brand awareness, brand consideration and brand preference following the release of this new campaign. Electrolux’s all-important retail partners greeted the new campaign with enthusiasm and credited it with changing their perceptions of the brand, turning the tide on the sea of whitegoods sameness.