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How far can you go with an idea that’s bigger than your product?

April 30, 2008

AEG Electrolux has embarked on an interesting campaign in Europe, the company sells quieter washing machines and has developed a campaign about noise pollution to sell them.

I’ve often talked about the need for brands to rally around a big idea that transcends their products, but I am not sure about this one.

It certainly works great in the cities where AEG’s innovative interactive billboards inform citizens of noise levels, but it seems a little far removed from the washing machine that creates a fraction of the noise compared to construction work and of course, transportation.

On the positive side, it demonstrates good citizenship in helping drive awareness about an important and often ignored topic. I also wonder if AEG has got themselves wrapped up in an issue that’s too big for them to make an impact?

When Unilever celebrated the goodness of kids getting dirty and playing, they could demonstrate their belief in the idea by taking urban kids on trips out to the countryside.

Other than pointing out the issue, I am not sure what role AEG can play?

While Unilever’s kids can get their clothes clean with Lever detergent after playing in the dirt, I am not sure how quieter washing machines really help city noise levels.

Perhaps AEG needs to close the loop on this for us?

Any thoughts?

Posted by Ed Cotton

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