Before the new Electrolux Professional Beverage Division could be introduced to the world, the new product line had to be introduced to their sales force, along with a crash course in beverage dispensing.
I worked with the Electrolux Professional creative team in Italy to develop the creative strategy and structure the collateral that their international sales team was accustomed to. However, as this was an entirely new area of operation to them, for the content strategy, operational details, features, benefits, specs, and well, all the words, numbers, and pretty pictures that actually went into the collateral pieces, I was on my own.
Reception • Result • Reviews
The complete line of marketing materials was extremely well received by the sales team, and was praised for its comprehensive examination and explanations, and insight into the machines.
“I wanted to thank you so, so much for everything that you have done!!! The new and beautiful literature was handed out in Italy yesterday, and it all went over VERY well! The feedback was phenomenal and the first countries are asking for exhibition displays etc. already.”
Esther Staskiewicz
VP Global Marketing, Electrolux Professional
The PrecisionBrew family of coffee brewers was chosen to be the first equipment line rolled out to Electrolux’s international sales force.
A full-division European catalog and other high-level introductory brochures and layouts were necessary.
Cross-line comparison analysis and segment analysis provided the metrics and tools for the sales force to understand the equipment.
All of these projects hinged on spectacular photography of the newly-redesigned machines. The only difficulty was in the lack of equipment to photograph, as the prototypes of the new machines were still being finalized for an international audience.
Since detailed photography and video wasn’t available of machines that didn’t yet exist, life-like 3D renders and animations had to be created from engineering files, including animations of the machines in-use for the introductory video.
The final collateral pieces were able to spotlight the operation, ease of use, and flexibility of the equipment while also detailing machine specs, features, and options.
