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29April 2013
ponent. Electrolux eventually teamed up with
MBA Polymers, which became the exclusive
supplier of the recycled plastics.
Although it would be technically possible to use
an even higher percentage of recycled material
than the 55% already mentioned, Electrolux’s
designers were unwilling to compromise on
product quality. All Electrolux vacuum cleaners,
including the Ultra Silencer Green, are devel-
oped and tested to withstand a minimum of 10
years of normal usage. ‘At Electrolux, we are very
concerned about the environment, but we also
guarantee high quality,’ explained Farmer. ‘For
certain components, like the material used to
dampen the noise, we were simply unable to
reach the same high quality standards when
using recycled materials. Compromising on
quality and lifespan is something we won’t do.’
She continued: ‘As a company, we aim to reduce
our energy consumption by 15%. It terms of
products, we operate on two different levels:
use of recycled black PP plastic on all black
models; and further development of energy-
efficient motors. Electrolux will also continue
to seek new ways to increase the percentage of
recycled material in its products. Together with
our suppliers, we keep exploring new possi-
bilities in this field, and finding more recycled
plastics in more colours.’
Many challenges
When the decision was made to develop the
series of green vacuum cleaners, many chal-
lenges had to be faced, including technical
conundrums connected to the product such as
the several different types of polymer that had
to be used. There was also the dependency on
sub-suppliers and, when looking at quality, a
number of aesthetic and chemical compliance
requirements had to be met. In addition, there
were industrial design strategies that had to be
taken into account. On the commercial and
organisational side of the campaign to market
the new vacuum cleaners, issues included cred-
ibility and the speed to market.
After the success of the green vacuum cleaners,
Electrolux decided to launch another project
aimed at drawing attention to the growing
problem of plastics in the oceans. ‘Our oceans
are filled with plastic waste,’ Nord said. ‘On
land, there is a shortage of recycled plastics to
make sustainable vacuum cleaners. The solu-
tion: highlight that link and tell the story so that
people listen.’ The new project, called ‘Vac from
the Sea’, was introduced in 2010 and required
‘a 360-degree media focus’, according to Nord.
‘The green promotion involved many different
media through which “Vac from the Sea” was
introduced, such as green media, news media,
design media, business media, appliances
media, social media, interior design media,
marketing media and niche media.’
PR bandwagon
At the start of the campaign, Electrolux’s pres-
ident and ceo Hans Straberg stressed: ‘The sup-
ply of sustainable raw materials such as recycled
plastic is crucial for the making of sustainable
appliances and assisting consumers in making
their homes greener.’ And ‘Vac from the Sea’
turned out to be a huge PR success: between
2010 and 2012, the vacuum cleaners went on a
world tour and were displayed at local cam-
paigns to raise awareness of the problem of
plastic debris in the oceans. The ‘Vac from the
Sea’ bandwagon rolled into, for example, the
Milan Museum of Science and Technology, the
Munich ERP recycling fair, the Brussels Cutting
Edge marine litter management event, Austral-
ian Sustainability Days, the Danish Design
Center and the Technical Museum in Stock-
holm. The project also garnered huge coverage
in newspapers and magazines as well as on
radio and television around the globe.
‘The logical next step to leverage awareness is
by further involving and engaging consumers,’
Nord explained. ‘Electrolux made donations to,
among other organisations, the Algalita Marine
Research Institute and 5Gyres, a project aimed
at understanding the impact of plastic pollution,
studying the five sub-tropical gyres by sailing
through them, and collecting and analysing
samples of plastic pollution.’ The campaign has
already spread into many more markets than
originally planned. ‘Since the start, more than
200 million people have been engaged by “Vac
from the Sea”, through print, online or social
media,’ she noted. ‘What’s perhaps even more
important is that materials with a superior sus-
tainability profile have been introduced into the
household appliance industry and are now
being used across the company.’
Nord concluded: ‘The real victory is that “Vac
from the Sea” has raised awareness of the scar-
city of recycled plastic – not just in green com-
munities but in the broad masses.’
Awards netted by
‘Vac from the Sea’
In 2011, Electrolux and the ‘Vac from the Sea’ proj-
ect were awarded the Keep Norway Clean organi-
sation’s Gullklypa – an annual prize recognising
outstanding commitment by a company or an
organisation to improving the local environment.
Keep Norway Clean stated: ‘Electrolux has strong-
ly distinguished itself by putting marine plastic
debris on the agenda, increasing awareness of the
problem and stimulating the physical redevelop-
ment of oceans and coasts. They have also lifted
the relationship between marine plastic waste and
use of recycled plastics. Awarding Electrolux is a
good signal and an inspiration – it shows that busi-
ness can and will participate in this work and that
marine plastic waste is a global challenge.’
The ‘Vac from the Sea’ project has also received
major awards in Sweden and the USA. In Swe-
den, it scooped the Golden Egg (or Guldägg) for
its campaign, the highest honour in the inte-
grated communication category; in addition, the
campaign received a Silver Egg in the PR cate-
gory. In the USA, the ‘Vac from the Sea’ cam-
paign won an ANDY Award in the sustainability
category; these international accolades are the
oldest for advertising in the USA and are judged
by a jury comprising renowned creative directors.
Cecilia Nord: ‘Over 200 million people have been engaged by
“Vac from the Sea”.’
Electrolux’s ‘Vac from the Sea’ recycled plastics project
Riding the media wave
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