NEW YORK—Weber Shandwick has been selected to launch the Electrolux ICON line of premium residential kitchen appliances manufactured and marketed by the Stockholm-based Electrolux Group. The agency will also take on PR duties for the company’s Frigidaire brand.
Weber Shandwick was selected after a multi-firm review. The firm’s New York and Chicago consumer marketing teams will work on an integrated campaign designed to help generate awareness and trial of the Electrolux ICON line. The program includes high-profile strategic alliances as well as culinary and design influencer outreach and media relations.
Electrolux appliances have a strong reputation in Europe and have been used in consumer and restaurant kitchens there for more than 70 years. This will be the first time North American consumers can buy kitchen appliances under the Electrolux name.
“Weber Shandwick brought all of the right elements to the table—very strong culinary experience, a research-based strategy and a ‘big idea’ that we felt really set it apart,” says Mary Kay Kopf, vice president of brand marketing for Electrolux Home Products North America.
Weber Shandwick’s sister agency, Lowe Worldwide, handles advertising for Electrolux ICON and Frigidaire.
“The combination of the Electrolux ICON work and the Frigidaire assignment will allow us to really tap into a broad spectrum of our expertise—from the higher-end culinary consumer to the mainstream mom,” says Cathy Calhoun, co-president of Weber Shandwick’s consumer marketing
practice with Gail Heimann.
While Weber Shandwick will work as Electrolux’s main agency in North America, the company also intends to maintain a small roster of agencies to work on additional projects and initiatives.