Electrolux Norway launches A++ fridge named after dissatisfied energy minister

29 November, 2007

Just two days after a government official expressed her disappointment about the lack of A++ rated appliance in Norway, Electrolux Norway announced the product launch of an A++ rated fridge.

In early November this year, Mrs Åslaug Haga, Norwegian Minister of the Oil and Energy Department, announced on national television that she was very disappointed not to see any A++ appliances in Norway. A short two days following this, Electrolux Norway introduced the ERB32400W fridge, which is rated A++ for energy efficiency.

This was not a mere coincidence. Realizing that this call for action from the government was an incredible marketing opportunity, Electrolux in Norway sprang into action to get the product, already existent in Europe but not yet in Norway, into shops.

Prized appliance

Electrolux gave the refrigerator/freezer a clever name, calling it “the Haga fridge” (Hagaskapet in local language), after the Minister of the Oil and Energy Department. The fridge was soon thereafter presented with the Appliance of the Year prize by Norway’s electronics trade. The Haga fridge, with its A++ rating, uses 50% less electricity than an A-rated fridge.

Cash donation to the Norwegain Nature Preservation Society

Arne Håkon Burdal, head of Electrolux in Norway, is thrilled by the attention, and says that he wants people to know that Electrolux is serious about contributing to a better environment.   Electrolux Norway, he says, has pledged NOK 100 (equivalent to about USD 18) to the Norwegian Nature Preservation Socity for every Haga fridge sold in the Norwegian maket through 2008. And in doing so Electrolux will receive a marketing push from the Norwegian Nature Preservation Socity.

Electrolux has an agreement that major retailer Euronics will carry the Haga-fridge before the holidays.

For more information please contact Electrolux Press Hotline: +46 8 657 6507 or press@electrolux.com

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