Electrolux 2010 Annual Report Download - page 45

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In Australia, a campaign was conducted to
strengthen the consumer perception of Electrolux
as an innovative premium brand in household
appliances.
www.electrolux.com.au
In connection with the launch of the new air-o-steam Touchline Oven,
a campaign was conducted aimed at lifting Professional Products´
innovative and green solutions for the professional kitchen.
www.electrolux-touchline.com
The Vac from the Sea cam-
paign should increase aware-
ness worldwide concerning the
lack of recycled plastic while
increasing volumes of plastic debris
are polluting the oceans.
www.electrolux.com/vacfromthesea
During 2010, Electrolux conducted a number of successful advertising and PR campaigns that
have strengthened the brand and led to increased sales by utilizing the Internet as the central
channel. A few of the most attention-grabbing is featured below:
Campaigns that strengthen the brand
Low-end
PREMIUM
MASS MARKET
The Electrolux brand is positioned
in the premium segment throughout
the world. In Latin America and
Southeast Asia, the majority of the
Group’s appliances and all vacuum
cleaners are sold under the Electrolux
brand. Investments in dual brands
include primarily AEG-Electrolux,
which is a major premium brand in
several European markets. The
Group also invests in strong,
regional brands, such as Zanussi,
Eureka and Frigidaire.
Sustainable brand
Across the globe, interest is increasing in sustainably manufactured
products that are energy- and water-efficient, and can be recycled.
This trend is particularly pronounced in areas facing substantial
environmental challenges, such as China and Australia. In
addition to the desire of many consumers to assume greater
responsibility for the environment, many governments are
introducing measures to stimulate demand. During 2010, new
discount programs or other incentives to purchase energy-
efficient products were introduced in countries including the US,
Mexico and Germany. As a leading brand for energy- and water-
efficient products for consumers and professional users, Electrolux
can leverage these trends. Concurrent with the Federal rebate
program, Cash for Appliances, in the US, Electrolux launched its own
green campaigns for its household appliances, including Paid to
Upgrade (Frigidaire) and Green for Green (Electrolux).
Super premium
41