Electrolux: From home pride to health care

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.
Agency:Author: Nick Barham

Electrolux: From Home Pride to Health Care

INTRODUCTION

How do you advertise a product that most people do not think about, and when they do, it is with emotions ranging from boredom to frustration? A product that people resent buying but cannot do without? Not many people care about vacuum cleaners, and most people dislike using them.

THE ROLE OF PLANNING

There are, of course, similarities between planning and vacuuming. With both you accumulate a lot of stuff. Hopefully, not everything that planning picks up is rubbish. The difficulty is recognising which bits are worth...

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