Electrolux rolls out global branding ads

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[London] Electrolux's first global branding step uses smooth-talking household appliances to persuade consumers that the brand understands their every need in a TV and print campaign breaking in 19 European countries. After growing through acquisition, the Swedish home appliance marketer with annual sales of $17 billion hired Interpublic Group of Cos.' Lowe Worldwide for an estimated $50 million global effort to create a consistent identity for the Electrolux brand. U.S. consumers, for instance, think of Electrolux only as a maker of vacuum cleaners. Around the world, Electrolux-owned brands like Frigidaire, AEG, Flymo, and Zanussi are better known than the parent brand. Lowe's four spots open with the normal cozy domesticity of the category. In one, a dry, philosophical male voice-over says, "Washing dishes used to be a simple task. So how come most dishwashers come with 65 different programs and a satellite navigation system? I'm the Easy Dishwasher from Electrolux. ... Look, if you wanna be confused in your own home, go talk to a teenager." Electrolux hasn't decided how to implement its new strategy in North America yet but is expected to tackle the U.S. market in 2004.