Many people are surprised to learn that Electrolux is a Swedish brand. Known globally for its innovation and forward-thinking design, Swedish brands are admired for their simplicity, functionality, and quiet confidence — qualities that resonate deeply with Australian consumers.

At the heart of Swedish life lies Lagom — the philosophy of balance: not too little, not too much, but just enough. It’s about creating calm, uncomplicated spaces that support a good, fulfilling life. Electrolux perfectly embodies this principle, both in its products and its design ethos.

Our task was clear: bring this powerful cultural story to market.

By highlighting the connection between Swedish innovation and the tactile, human-centred design of the E100 range, we developed a multi-channel campaign that celebrated the brand’s heritage while reinforcing the credibility of its Better Living promise.

After years of stagnant brand health, Electrolux experienced significant lifts in spontaneous brand awareness, consideration, and preference following launch. Retail partners — critical to the brand’s success — embraced the campaign, crediting it with transforming perceptions of Electrolux and helping it stand out in a sea of whitegoods sameness.