Mass premium Electrolux appliances launched in North America

April 3 was the official launch date of the new mass premium appliances branded Electrolux. A press conference was held in New York City.

The new appliances were launched to the press in New York City. Keith McLoughlin, head of Major Appliances North America, presented the new line of appliances for journalists and VIP guests — and announced the new brand ambassador, Kelly Ripa.

Kelly Ripa is known and admired widely in the US. She is co-host of the well-known talk show Live with Regis and Kelly, which airs daily on ABC, one of three major networks in the United States.

More than 60 journalists and guests were present, representing some of the country’s top media, such as the Associated Press, People, Self magazine, The New York Post, and TV show “Access Hollywood.”

Connecting with the consumer
“Just like our target, Kelly Ripa is a really amazing, multi-tasking mom who appreciates beauty and performance and the way the right appliances can help you do it all, says Keith McLoughlin, head of Electrolux Major Appliances North America. “And that’s what this new appliance collection from Electrolux is all about… making today’s kitchens more functional, comfortable, beautiful and easy to manage,” he says.

“Having Kelly Ripa as our brand ambassador will create instant recognition, and she is someone our target consumers can relate to,” says McLoughlin. “It is going to create a powerful brand connection and go beyond the typical appliances advertising to help us connect with the consumer.”

Stylish and sleek appliances
Specifically designed for the mass premium appliance category, a category that is experiencing growth in the US, the new Electrolux line has a distinctive European look with a curved front design and signature blue LED displays. The line is designed to be at home in any kitchen, from traditional to contemporary.

All in all, the new line contains more than 130 products. The products contain countless smart features, such as one button you push to cook a perfect turkey; patented ball-bearing oven racks that effortlessly extend at the touch of a finger and an induction hybrid cooktop that boils water in 90 seconds.

Marketing starts now
The announcement of Ripa as the brand ambassador marks the beginning of a multi-faceted, grand-scale advertising campaign. Ripa will star in the Electrolux television and print advertising campaign, and her image will also be used on point of sale materials and extensively on the Internet.

The theme of the advertising is that consumers can “be even more amazing,” with the help of premium line products from Electrolux.

A new website previews Kelly Ripa and the new appliances, click here.

For more information please contact the Electrolux Press Hotline at +46 8 657 6507 or