Electrolux has appointed three UK groups to spearhead its pan-European marketing initiative, called New Alpha.
Imagination breakaway In Real Life will provide the creative work to give “tangible expression to the Electrolux brand” says Electrolux Europe’s brand manager Michael Olsson. Bartle Bogle Hegarty will implement advertising strategy for the white goods manufacturer, with Networks co-ordinating the public relations strategy.
Some 2000 product ranges are being redesigned as part of the New Alpha initiative and the three teams will work in tandem with Electrolux’s european design and marketing teams to “build the Electrolux brand and position and enhance it to appeal to younger customers”, says Olsson.
“Primarily, the teams were chosen because of their creativity, but also to achieve consistency
in the expression of the brand,” adds Olsson.
He says Electrolux’s decision to move to IRL rather than stay with Imagination was to do with the personalities. “Richard [Zucker] and Colin [Hatfield] worked with us at Imagination before setting up IRL with advertising agency HHCL. We know them well, so it was the natural move to go with them.”
Olsson estimates that by the end of 1995, 90 per cent of Electrolux products will stand out from the competition “because of the new design initiative being implemented by Per Borjesson [chief designer for Electrolux]”.
Design features of the initiative include “soft, rounded shapes with completely new graphics to make them simpler to use and better to look at”, adds Olsson. New packaging and marketing material will “provide a total identity” for the brand.