Many people are surprised to learn that Electrolux is a Swedish brand. Known for its innovation and forward-thinking culture, Swedish brands and design are highly sought after worldwide, particularly in Australia. A core principle of Swedish life is Lagom — a philosophy that embraces balance, emphasizing “not too little, not too much, but just enough.” It’s about creating a peaceful, uncomplicated home environment that promotes a good, fulfilling life. Electrolux perfectly embodies the spirit of Lagom.

When consumers learned about Electrolux’s Swedish roots and the promise of balanced living, they were strongly influenced to view the brand more positively. The task for us was clear: bring this compelling message to market.

By highlighting the connection between Swedish innovation and the E100’s appealing, tactile product benefits, we created a multi-channel campaign that not only celebrated the brand’s heritage but also reinforced the credibility of its Better Living promise.

After years of stagnant brand health, Electrolux saw significant growth in spontaneous brand awareness, consideration, and preference following the launch of the new campaign. Retail partners, crucial to the brand’s success, embraced the campaign enthusiastically, crediting it with shifting their perceptions of Electrolux and helping the brand stand out in a sea of whitegoods sameness.