A new branding strategy to build on the equity and appeal of the Zanussi brand and to ultimately boost volume and value share is being unveiled today. The branding strategy reflects the brand’s Italian heritage and the lifestyle it stands for and is encapsulated by its new strap line: ‘ la vita è bella’ (life is beautiful). The new branding and key messages will be supported by a significant marketing spend. The marketing campaign encompasses both above and below the line activity to communicate the brand message, to highlight product benefits and to drive sales. New products are being introduced to further strengthen the breadth of Zanussi’s offerings across all its ranges: hot, cooling, dishwashing and laundry.
The Zanussi consumer is a younger audience - 25-35 years old. They want to live life to the full - free of tedious household chores. They want convenience but don’t want to settle for the ordinary – they want style and they want a brand they can engage with.
This powerful message is all about allowing our target consumers to live their lives while the appliances take care of the mundane day to day activities that our target market is not interested in. The ease of use of the appliances allows the consumer to own a stylish Italian designed machine that liberates them to live life to the fullest. la vita è bella’ – with a Zanussi appliance, life, truly is beautiful!
National Press activity to drive sales of the Zanussi range will go live over Spring and early Summer 2010. These comprise four separate ‘ la vita è bella’ press creatives focusing on: Zanussi pyrolytic ovens, Zanussi ‘Global Vision’ cookers, Zanussi fridge freezers and one for a range of Zanussi appliances: the J etsystem+ washing machines, Tempoline dishwashers and large capacity frost free fridge freezer. The emphasis is very much on the how these easy-to-use appliances free up your time so that you can enjoy the better things in life.
The new Zanussi web site which will be launched later this month will reflect the new branding and will be even easier to use and packed full of useful information. Brochures will be available for download, there will be inspirational ideas for consumers, as well as hints and tips. An ‘Easy Product finder’ will help the consumer find the best product for them quickly and easily. Eye-catching POS will help to capture attention and interest in store and will communicate the key benefits of a particular product to the consumers. New brochures featuring all the latest Zanussi products in the new ‘la vita è bella’ styling are also available.
“Zanussi, ‘Italian since 1916’, has a heritage in style and design that is the envy of many. Since its acquisition by Electrolux in 1984, the brand has grown from strength to strength and it is now one of the best known brands in the UK . Now in 2010, we want to put the spotlight on these Italian roots and to capture the essence of the Italian way of life…the optimism, the emotion and the passion. We have picked a strap line that embodies all the brand values and will engage and capture the imagination of our target audience. ‘la vita è bella’ tells our target audience that Zanussi understands what is important to them”, comments Ian Banes, Managing Director at Electrolux Major Appliances UK.
For further information: 08445 612612 or www.zanussi.co.uk