SAS site marks start of Electrolux’s review

SAS has been appointed to create a corporate website for Electrolux, as the household appliances giant moves to revamp its entire branding and communications strategy as soon as next month.

The Swedish company is in the midst of a consumer-facing campaign to integrate many of its smaller brands under the Electrolux banner – a drive that is intended to increase recognition of its lesser-known products.

Ziggurat is redesigning packaging for Electrolux vacuum cleaners in the UK in a ‘more common graphic language’, that is indicative of the company’s overall vision.

‘Over the past two to three decades, we have grown by acquisition,’ according to an Electrolux spokesman. ‘Now we have a fairly broad portfolio of brands. We are looking to focus on fewer, stronger brands.’

By applying the Electrolux identity to its smaller brands, the company hopes to build sales of Electrolux-branded products from 25 per cent to 60 per cent of turnover within four years.

Although Electrolux may look to appoint local consultancies to work on country-specific packaging, the spokesman says guidelines for such projects would continue to be developed internally. The company also has an ongoing relationship with Enterprise IG on its corporate identity.

SAS will deliver the outline of the site, which will reflect a focus on people rather than products, in the first quarter of 2003.