Electrolux launches campaign based on Swedish culture and values

Australia, Europe – Multinational home appliance manufacturer Electrolux has launched a campaign celebrating core Swedish design values. The Tough being Beautiful ad leans into themes championed by its award-winning SaphirMatt Hob.

Developed by Publicis London, the campaign includes a 45-second film that highlights Swedish cultural pillars such as durability, simplicity and a connection to nature.

‘Tough being Beautiful is more than a campaign — it’s a statement of what Electrolux stands for: pride in our Swedish heritage,’ said Nikos Bartzoulianos, Electrolux group chief marketing officer.

We explored how brands are increasingly expected to act as cultural custodians in our Luxury Recrafted macrotrend. This latest campaign reflects a broader shift toward emotional storytelling as a tool for reinforcing authenticity and heritage.

Launching this month, the campaign spans tv, digital, retail and e-commerce, and will roll out across Australia and key European markets.