Assignment: Brand campaign for the new Electrolux Kitchen product launch
Task: Creative Direction
Company: The Variable
The Deets: Electrolux would re-launch their Kitchen appliances in North America and reintroduce the US market to a suite of products that would help them live better.
In alignment with the global brand campaign — which uses the tagline For better living. From Sweden. — our North American initiative utilized a simplified version of the tagline: For better living.
We then brought this tagline to life by creating a brand campaign that defined exactly what “Better Living Means” to Electrolux and our consumers. It is through this campaign that we shared the compelling, innovative, and exceptional ways Electrolux appliances make desirable experiences more effortless, enjoyable, and most importantly, sustainable.
BRAND VIDEO:
BRAND VIDEO REDUCTIONS:
We took the hero piece of our kitchen launch, the Electrolux brand video, and cut it down to create a set of videos (aptly named, “reductions”) that maintain the spirit of the brand but focus on the hero appliances of the launch: The Full Kitchen Suite, The “Twins” Refrigerators, and The Double-Wall Oven. These videos not only build brand affinity but also highlight how Electrolux appliances makes life at home even better.
KITCHEN LAUNCH PAGE:
ASSET LIBRARY:
As we prepared for the U.S. kitchen launch, we set out to establish a photography style that was in-line with the iconic brand standards of Sweden but felt innovative and authentic to North America — this was the result.
POINT OF PURCHASE:
To help aid the launch, we created a set of Point-of-Purchase display modules for our high-end retailer partners. The goal was to communicate the ways Electrolux appliances encourage culinary creativity and enable you to live a more sustainable life — without compromise. POP pieces were made from post-consumer recycled materials and kept to a minimum.
To help us tell a broader, more thorough story, we included QR codes on each piece of POP that directed to a series of videos that highlight each appliance’s hero feature(s).
