Electolux

Electolux

Electolux

Global Product Launch 

Global Product Launch 

Global Product Launch 

Role

Marketing Strategy
Content Strategy
Copywriting
US Project Management

Media

European print catalog
Brochures
Segment analysis
Print collateral
Demonstration videos
3D renders and animations

The Brief

Electrolux had just acquired a manufacturer of beverage dispensing equipment. Their sales force knew appliances, but this was their first venture into beverages.

Role

Marketing and Content Strategy
Creative Direction
Copywriting

Marketing Strategy
Content Strategy
Copywriting
US Project Management

Marketing Strategy
Content Strategy
Creative Direction
Copywriting

Media

Sales Educational Materials
Brochures and Other Print Collateral
Interactive Client-facing Website
Digital Media Kit

European print catalog
Brochures, segment analysis
Print collateral
Demonstration videos
3D renders and animations

European print catalog
Brochures, segment analysis
Print collateral
Demonstration videos
3D renders and animations

Role

The Brief

The Brief

The world of espresso is complex and daunting. Espresso aficionados are obsessive. Who can blame a salesperson for wanting to avoid that!

Electrolux had just acquired a manufacturer of beverage dispensing equipment.  Their sales force knew appliances, but this was their first venture into beverages.

Electrolux had just acquired a manufacturer of beverage dispensing equipment.  Their sales force knew appliances, but this was their first venture into beverages.

Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages

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. 

Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages

A full-division European catalog and other high-level introductory brochures and layouts were necessary.

Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages

Cross-line comparison analysis and segment analysis provided the metrics and tools for the sales force to understand the equipment.

Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages

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.

Electrolux 3D Product Render
Electrolux 3D Product Render
Electrolux 3D Product Render
Electrolux 3D Product Render

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.

Electrolux 3D Product Render
Electrolux 3D Product Render
Electrolux 3D Product Render
Electrolux 3D Product Render
Electrolux 3D Product Render
Electrolux 3D Product Render
Electrolux 3D Product Render
Electrolux 3D Product Render

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. 

Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages
Electrolux Product Brochure Sample Pages

Role

Marketing Strategy
Content Strategy
Copywriting
US Project Management

Media

European print catalog
Brochures, segment analysis
Print collateral
Demonstration videos
3D renders and animations

The Brief

Electrolux had just acquired a manufacturer of beverage dispensing equipment.  Their sales force knew appliances, but this was their first venture into beverages.