Electrolux Green Range Vacuum Cleaners: Vac from the Sea

Agency: Prime
Client: Electrolux
Product: Green range vacuum cleaners

Objectives


(Figure 1): Image from the Vac from the Sea PR campaign

Home appliance maker Electrolux has a goal to produce vacuum cleaners made from 100% recycled plastic. This goal is difficult to achieve, due to a worldwide shortage of recycled plastic. When Electrolux launched a new line of vacuum cleaners made from 70% recycled plastic – the Green Range – they wanted to make a distinct connection between a cleaner home and a cleaner world.

Electrolux had identified a number of consumer insights, including the following:

  • Environmental issues in general and the climate change in particular are among the most important issues for consumers today
  • Shoppers are starting to act on environmental aspects to a larger extent