At 15, Electrolux marks new chapter

At the unveiling of Electrolux’s latest line of washing machines: (From left) Electrolux PH product manager Erika Depositar and GM Nelson Cabanban, Electrolux East Asia SVP Craig McEachern, Electrolux PH country marketing manager Andrea Soto Pionilla, FashionCare ambassador Rajo Laurel and FashionCare council members Amina Aranaz-Alunan and Janice Villanueva.

To reinvent taste, care, and well-being.

Such is the aim of global appliance company Electrolux, which celebrated its 15th year here in the Philippines, which is part of its overall mission to “shape living for the better and improve everyday lives of Filipinos.”

“We want families to be able to enjoy great-tasting food. We want to help them care for their clothes, which will give them confidence to face the world and we want to make their homes a healthier place for their loved ones,” said Nelson Cabanban, Electrolux Philippines general manager, at the company’s 15th anniversary party held recently in Taguig City. “Electrolux is committed to creating appliances and experiences that make everyday life more enjoyable and more comfortable, while at the same time encouraging more families to live sustainably.”

In line with this mission, Electrolux launched a new campaign called “FashionCare,” and with it the company’s latest line of front-load washing machines called UltimateCare, which come equipped with technology that prevents colors from fading, shrinkage and misshaping. Even the most delicate pieces of clothing—those one would usually have dry-cleaned, such as gowns or the barong Tagalog—can be washed using these new machines, it said.

“It liberates [Filipinos] from the hassle of hand-washing or the expense of dry-cleaning when it comes to delicate pieces,” said Andrea Pionilla, Electrolux Philippines country marketing manager, who noted that aside from its automatic washing machines, the company’s vacuums and no-frost refrigerators also “enjoy strong positions” in the market.

“It’s important that we understand our market,” said Pionillia, who described their products as “very Asian” despite Electrolux being a Swedish brand.

And while Electrolux Philippines was established only in 2002, anyone who grew up in the ‘80s is already familiar with the Electrolux Man and his popular TV commercial.

“There’s a certain nostalgia attached to [the brand] because of the Electrolux Man. I think that has resonated well with Filipinos,” Pionilla said.

Ultimately, however, Pionilla credits Electrolux’s success here in the Philippines not just to its wide selection of high-quality products, but also to the people who have been working tirelessly for the company. Around 20 employees were honored for their service during Electrolux Philippines’ 15th anniversary.

“There’s a handful of employees who have been around for 15 years, and even a couple who came from Electrolux Industrial, when there was no Electrolux Philippines yet. So that’s a testament to the loyalty and dedication of the team to the company,” said Pionilla. “The love [for Electrolux] really burns alive in all of us.”