AEG have launched ‘Challenge the Expected’ a new brand platform across key markets in Europe that focuses the attention on premium, multi-category home innovation with a stylish edge.
“AEG exist to redefine what you would expect from household appliances” says Richelle Barker, Director Marketing. “We are a brand that challenges the boundaries of everyday life. Since our start in Berlin in 1883, we’ve never settled for good enough and are driven to provide uncompromising innovations for the home.
‘Challenge the Expected’ is a promise that the brand lives by and as such, makes perfect sense for our consumer facing communications. The positive response by consumers to our platform shows the strength and credibility of our messaging.”
Overwhelmingly strong consumer response to new brand platform
When tested with consumers, the series of campaign ads showed a strong engagement and recognition that the campaign is unique and appealing. In Germany respondents indicated a strong inclination to consider the brand with a score of 7.4 (out of 10) – significantly above the norm in such tests. Respondents consistently marked the ads with positive associations to ‘contemporary’, ‘cool’, ‘stylish’ ‘innovative’ and ‘premium’.
Sleek, seamless, superior Matte Black
The Matte Black Collection from AEG brings a new tactile finish to the Mastery Range at a time when we are seeing matte textured finishes emerging across all interior surfaces, homeware and technology products. It brings together years of material engineering for an exclusive and premium execution, which will bring a new aesthetic to an increasingly sophisticated kitchen space.
The process of creating Matte glass enhances the characteristics of tempered glass, and the stain resistant and anti-fingerprint properties of its’ surface, makes it a perfect fit in the most demanding environment. Our designers have ensured that the display and interaction areas of the ovens have been left polished to enable clarity of view and effortless interaction through touch.
Premium, award-winning, innovation
The brand platform is brought to life by innovative products across different categories, with many winning prestigious design awards. The AEG Matte Black Collection, a range of kitchen appliances, holds RedDot’ and “iF product design awards (2020) as a testament to technical innovation and premium design.
Elevate your cooking with Steam
Steam. It’s the word on everyone’s lips, from chefs to discerning home cooks. SteamPro Oven with Steamify is the secret ingredient that elevates your cooking to restaurant standards, you can even Sous Vide, with ease.
With the Steamify® function, set the desired temperature and the oven will adjust the steam level automatically. For healthier, tastier food. Steam cooking brings out the richest flavors and preserves nutrition.
The AEG SensePro hob features a world first wireless and battery-less probe, (inserted within a pot or pan when in use), that communicates directly with the hob. This innovation sets and maintains the exact temperature of food, delivering rare/medium/well done to the degree. The sous-vide functionality makes this the ultimate assisted cooking experience.
AEG 8000 ComfortLift® dishwasher with QuickSelect
The world’s first award-winning** ComfortLift® dishwasher takes the effort out of loading and unloading the dishwasher. The unique technology lifts the lower rack in one effortless motion for improved access to dishes and now features QuickSelect, a full touch intuitive user interface that selects the desired time on a touch slider to provide even more help when doing dishes.
AEG Care highlights
The connected AEG 9000 Premium Edition is a true design statement. Featuring black stainless steel, aluminium dial and white LEDs, the 9000 washing machine and 9000 tumble dryer bring the best technology from AEG washers and driers together in an enticing aesthetic.
The result is matching, synchronised cycles for a ‘seamless flow’ laundry concept of washing and drying. Specifically, one fully automated ‘My wash/My Dry’ program covers the use of both machines to get the best results for clothing. Program updates are accessible through the ‘My AEG’ app so that users know how the cycle is progressing and will be ready.
*Score from AEG Challenge the Expected campaign ad testing by Zappi, 2019.
**iF Design Award 2019, RedDot Design Award 2017
Electrolux is a leading global appliance company that has shaped living for the better for more than 100 years. We reinvent taste, care and wellbeing experiences for millions of people, always striving to be at the forefront of sustainability in society through our solutions and operations. Under our brands, including Electrolux, AEG and Frigidaire, we sell approximately 60 million household products in approximately 120 markets every year. In 2019 Electrolux had sales of SEK 119 billion and employed 49,000 people around the world. For more information go to www.electroluxgroup.com
