The Electrolux Group has dropped the Zanussi-Electrolux dual branding for Zanussi and also ditched the famous 'Appliance of Science' strap line - a U_turn on its previous marketing plan.

These latest moves form part of a new brand strategy for Zanussi, which was unveiled this week which means that, from now on, Zanussi has a new strap line - 'Get Living!'

Electrolux announced the beginning of its dual branding strategy in 2002 and in the UK the company benefited as Zanussi lent its strength and brand equity to the Electrolux brand, which was then better known for floorcare than white goods.

In Europe, the Zanussi brand benefited by being linked to a major brand like Electrolux, claims the Group.
Steve Holton, product and brand director for Electrolux Major Appliances explained: "Six years on, that strategy has achieved its objectives, raising the profile of both brands. Electrolux is now at a higher level and Zanussi is a brand that offers outstanding value to consumers. The dual branding has served its purpose."

Commenting on the decision to drop the Appliance of Science strap line, he said: "The 'Appliance of Science' is not really the right thing to be saying about Zanussi.

According to the Electrolux, 'Zanussi Get Living!' consumers are 20-40 years old and likely to be students, people seeking their first job, getting married, buying a first home or perhaps, a holiday flat. Electrolux has also introduced a new range of built-in and freestanding products.