Wednesday, June 25, 2008

BRAND: Electrolux

HEADLINE: We are thinking...
BASELINE : Thinking of you
AGENCY : Percept H
4Ps TAKE : These days, everyone – from the UN to the Indian government – is talking about saving water. Electrolux too has decided to be a brand with a conscience – telling consumers that it cares. Good positioning that. The USP of this ad is the holes-less drums in the latest range of Electrolux fully automatic top-loading washing machines. The power idea is that no holes equals to no wastage of water – which gives Electrolux a clear cut above the rest in the same league. The visual is attractive and functional, clearing showing the range of machines (with a pile of clothes beside them, depicting how much of clothes one can wash – yet not waste water). The tagline, ‘Thinking of you’ has the potential to strike an immediate chord with consumers: this is one brand that seems to understand basic needs. So, has your conscience been spurred on yet?

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Source :
IIPM Editorial, 2008

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