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In spring 2008, Electrolux, known for vacuum cleaners, introduced a new kitchen appliance line in North America, a cluttered category with brands such as LG, GE and Samsung. A multimedia campaign with ...

This word of mouth campaign aimed to differentiate AEG-Electrolux from competing white goods brands in a category where consumers are only active in the market at very long intervals, and only feel li ...

In order to bring consumer insights into the organisation and create involvement there is a need to move away from the notion that consumer insight is, and should be something that only interests cons ...

Campaign by Bartle Bogle Hegarty in 1999 for Electrolux Foodcare. Objective: to position Electrolux kitchen appliances a key ingredient in the cooking process. Media: TV (in several countries), which ...

This paper demonstrates how a combination of the usual and the unexpected helped. Electrolux to position a vacuum cleaner on a health rather than a housepride platform. The campaign ran in France, the ...