Electrolux relaunches Continental brand in Brazilian market

Electrolux Group has relaunched its Continental brand of home appliances in the Brazilian market, introducing a new generation of products and a brand campaign that encourages equality in the home.

Continental is a well-known traditional brand in the Brazilian market, with a long history of supplying families with cooking, cooling and laundry products. And now the relaunch, following a period of investment since its acquisition by Electrolux in 2017, comes at a time when demand for affordable home appliances in the Brazilian market is high, with a 72% increase in searches for home appliances identified since the Covid-19 pandemic began.*

Continental’s return includes a new, innovative product line for the kitchen that adds functionality, design and durability. With new price ranges introduced, the portfolio has 27 products including stoves, cooktops, built-in ovens, refrigerators, microwaves and ducted and ductless range hoods and will be available at retailers nationwide.

As well as new products, the relaunch includes a new brand campaign that encourages people to consider taking more equal roles within the kitchen and home environment. Four films have been created that bring to life different day-to-day situations and show how the brand is back with updated solutions and thoughts. Continental will also invest in projects and social initiatives that support the deconstruction of stereotypes that impact people’s lives in contemporary society.

“We’re very proud of the relaunch of the Continental brand in the Brazilian market. We are not only expanding our operations with a greater offer of products for the consumer, but also building a new chapter in the history of such a respected brand in our country by encouraging new ideas about roles within the home and family”, said Ricardo Cons, CEO Latin America and Executive Vice President Electrolux.

* Results from a study by Electrolux and Brazilian consultancy firm MindMiners