Electrolux Newsroom US

Frigidaire Returns to Television Advertising for First Time in Decades


Frigidaire Print Ad

Campaign Celebrates the American Icon’s More Than 90 Years of Innovation

CHARLOTTE, NC, September 20, 2012 —  Frigidaire, an iconic American household appliance brand, today announced its first television advertising campaign in decades. The campaign will highlight the brand’s legendary innovations, which began more than 90 years ago and continue today. In addition to the television spots, the campaign will be supported through traditional print advertising and across multiple digital media channels, as well as in-store promotions.


Frigidaire, which has been a centerpiece of American households for generations, has been committed to delivering innovations that revolutionize the home life. Frigidaire invented and introduced the first electric refrigerator in 1918. In fact, the common nickname, “fridge” is derived from Frigidaire after consumers started referring to their refrigerators as simply, “The Frigidaire.” In addition, Frigidaire was the innovative force behind the first freezer, the first slide-in range and the first air conditioner.

Frigidaire, which has been owned by Electrolux since 1986, continues to develop new innovations for today’s kitchens based on its consumer insights – from the needs of first-time home buyers to those who are “right sizing” their homes – and testing in its research and development centers across the country. And, as a unique part of its heritage, Frigidaire is one of the few appliance manufacturers that can proudly say that many of its appliances are still engineered, designed and built in the USA.     

“The kitchen is uniquely part of the American home, but how it functions is constantly changing along with consumer lifestyles,” says Jack Truong, North American president and CEO of Electrolux. “Leading the way in the appliance industry through design and innovation is how we build value for consumers. One of the best examples of that is the history of innovative firsts that Frigidaire has brought to American consumers during the past 90 years,” he added.

This ad campaign takes viewers back to the origins of Frigidaire at the turn of the 20th century and highlights more than 90 years of legendary innovation. The ads will also introduce Frigidaire’s latest innovation, the Frigidaire Gallery Range with Symmetry Double Ovens. Designed with two spacious ovens, each large enough to cook a 25-lb. turkey, this Frigidaire innovation lets consumers get dinner on the table faster because it can cook multiple dishes at the same time at different temperatures. The 30 and 60 second TV spots end with the tagline, “The Legend Continues.”

The campaign, developed by DDB Advertising, is designed to reach a national audience.  It will feature in-store promotions in addition to Frigidaire’s enhanced training programs for retailer sales teams. “This is a celebration of an iconic American brand,” said John Weinstock, North American Chief Marketing Officer for Electrolux. “For nearly 100 years, Frigidaire has developed the innovations that have made the lives of American consumers easier, and as consumer needs change the ‘legend continues’ as we develop what’s next for the American kitchen,” he added.

The television ad will air primetime on major networks nationwide beginning September 24th.

The entire Frigidaire appliance line is available nationwide at Lowes, Sears, Home Depot, Best Buy, and independent appliance dealers.  For more information about Frigidaire products, please visit: www.Frigidaire.com.   

 About Frigidaire

Frigidaire is designed with features to help families make the most of their time and space with high-performing, time saving, easy-to-use appliances.  Visit www.Frigidaire.com for more information.

 About Electrolux
Electrolux is a global leader in household appliances and appliances for professional use, selling more than 40 million products to customers in more than 150 markets every year. The company focuses on innovative solutions that are thoughtfully designed, based on extensive consumer insight, to meet the real needs of consumers and professionals. Electrolux products include refrigerators, dishwashers, washing machines, cookers, air-conditioners and small appliances such as vacuum cleaners sold under esteemed brands like Electrolux, AEG, Eureka and Frigidaire. In 2011 Electrolux had sales of SEK 102 billion and 58,000 employees. For more information go to www.electrolux.com/press and www.electrolux.com/news.

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