New ad campaign connects brand's legacy to its next-generation technology, inspiring families to expect more from their appliances.
CHARLOTTE, N.C., April 14, 2025 -- Frigidaire, a leading home appliance company owned by Electrolux Group, (OTCMKTS: ELUXY) today debuts a new brand marketing campaign, "Daire to Expect More", a bold tribute to Frigidaire's 100-plus year legacy of delivering practical innovations that serve every family's needs.
Across the campaign's visual and digital assets, Frigidaire taps into distinct and daring taglines to playfully challenge consumers to engage with and refer to everyday appliances in new ways: "Daire to Evolve." "Daire to Think Big." "Daire to Maximize." "Daire to Be Versatile."
The hero ad spot wraps viewers in a feeling of nostalgia from the onset, opening with a 1950s era kitchen outfitted with retro Frigidaire appliances before fast-forwarding to the quintessential, modern kitchen of a busy family. With the final frame revealing the phrase, "Daire To Be Timeless," the ad pays homage to Frigidaire's legacy while underscoring its commitment to innovating alongside the generational changes of consumers. Early consumer testing revealed the campaign to be Frigidaire's most compelling to date, with viewers citing a strong connection to the ad's emphasis on nostalgia in particular. In a Kantar study, consumers rated it 95% more meaningful, 96% more different, and 92% more persuasive compared to previous campaigns.
"We are thrilled to introduce 'Daire to Expect More' and take consumers on the next chapter of Frigidaire's incredible history. For over a century, we have pioneered the industry with game-changing, first-to-market innovations that inspire new ways of cooking and entertaining," said Amie Guy, SVP of Marketing and Consumer Direct Interaction, North America. "From the first home refrigerator in 1918 to the first oven with air fry technology in 2019, we have been innovating for the heart of every home for 100 years. With this campaign, we celebrate our history and 'Daire' families to discover all that Frigidaire can offer."
Audiences can expect to see the ads across streaming platforms, traditional broadcast and cable television, digital display, and social media. A fresh landing page spotlights the campaign while highlighting Frigidaire's best-sellers built with proprietary, industry-leading features including the Custom-Flex® Temp Drawer, SpaceWise® Organization System, and CrispSeal® Crispers; another nod to the brand's inventive legacy.
For more information, visit: www.frigidaire.com/en/daire-to-expect-more.
About Frigidaire®
Frigidaire® has been designed to help families make the most of their time and space with high-performing, easy-to-use appliances with time-saving features. To learn more about Frigidaire® and its full range of innovative home appliances, please visit www.frigidaire.com.
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