Vacuum maker, Electrolux is jumping on the green bandwagon with its latest marketing campaign designed to offer consumers a contrast to BP’s marketing tactics.
Shortly before its recent environmental woes, BP switched its logo to a sunflower in green and yellow colours and changed its campaign slogan to ‘beyond petroleum’. However, its ongoing ecological disaster has continually undermined its move to ‘go green’.
Electrolux, however, has decided to take a different approach with an impeccably timed scheme to take plastics from the ocean and use them as material in their vacuum cleaners. According to Electrolux CEO Hans Straberg, the oceans are filled with waste from discarded plastic, but manufacturers are complaining of shortages on recycled plastic on land. Therefore, he added that using plastic from the oceans would help manufacturers make their products sustainable and consumers maintain a greener home environment.
Electrolux said it will use experts and volunteer divers to reclaim plastic materials from several identified hotspots around the world. Calling the launch ‘Vac From The Sea project’, the plastic will be taken from concentrated areas in the Indian, Pacific, Atlantic, and Mediterranean oceans. Additionally, waste from the North and Baltic seas will also be salvaged.
Today’s vacuum cleaners are mostly constructed using plastic, said Jonas Magnusson, product manager at the firm. He added that already the company’s products are comprised of 70 per cent recycled plastic, and that the ocean scheme would push them to 100 per cent.
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