Electrolux Home Products (EHP) celebrated its centenary with 200 staff and retail partners from Australia and New Zealand at the Royal Botanical Gardens in Sydney last night.
EHP Director of Sales, Michael Doyle, confirmed that over the next eight weeks, over 70 new Electrolux-branded products will be released to the market across six key product categories – representing a first for the brand.
“We have never launched this many premium product in such a short period of time,” Doyle said.
“You will see Electrolux at our strongest and proudest – along with the new portfolio of product is a fully integrated campaign which builds and amplifies through each of the key touchpoints and also supported with in-store training and with new in-store displays.
“This will be Electrolux at our very best as we celebrate 100 years and our Swedish heritage. We will celebrate by launching new dark stainless steel appliances – a complete home offering aligned styling with ovens, cooktops, range hoods, refrigerators and a new assortment of laundry products – a breadth of range never seen before under the Electrolux brand. More importantly, a range of products and features with the consumer experience top of mind at every touchpoint. We have designed a new range with Swedish thinking to make the experience in home more seamless – the consumer will see features that will make life more simpler, flow better and more naturally.”
EHP Director of Marketing, Richelle Barker, explained that the new marketing strategy titled ‘Swedish Thinking, Better Living’ was built around key consumer insights.
“Based on research, Australian consumers now see Swedish as ‘purposeful design’, ‘progressive’, ‘innovative’, ‘authentic’ and ‘premium’ – this is why we are celebrating 100 years of Swedish thinking today. The re-launch of Electrolux does not just include the new product range, we are crafting a new brand – with a new brand position, new visual brand identity and new campaign that can be authentically owned by Electrolux, and can truly set us apart as a distinct, desirable and premium brand.
“We have looked at consumer insights in four areas, product design, campaign messaging, brand positioning and also a path to purchase study. Based on these insights we promise to deliver a cutting edge campaign driven through media, digital, PR and our partnerships. We will deliver brand new digital point of sale, a clear consumer benefit. We will show this new dark stainless steel offering in multiple beautiful kitchens online and in-store, we will incentivize ratings and reviews – a key consumer touchpoint when it came to research and provide best in class training on the new Electrolux range.
Electrolux managing director for Australia and New Zealand, Mike Putt, thanked the retailers for their role in supporting the Electrolux brand.
“In 2019, we celebrate a significant milestone with our 100th anniversary, so we are thrilled you could join us this evening,” he said.
“This celebration would simply not be possible without the support of our customers. So on behalf of all of us at Electrolux, I want to say thank you to each of you, your teams and your companies. Thank you for your support and your business – it is very much appreciated, I can promise you and we do not take it for granted. We know you have options, and we are very grateful that you choose to support Electrolux.”
The event was attended by several Electrolux international executives including: Dan Arler – SVP Asia Pacific and Middle East and Africa (APAC and MEA), Fran Grueb – VP Marketing APAC and MEA and Lyndon Craig – Design Director APAC as well as senior executives from Narta, Harvey Norman, JB Hi-Fi, e&s, Winning Appliances, The Good Guys, Bing Lee, Retravision and Spartan Electrical.―Appliance Retailer