Wednesday, March 14, 2012

Electrolux Firande: Celebrating 10 Years in the Philippines

Electrolux, although originating from Sweden, has firmly established its roots in the Philippines these past 10 years. Having created its own heritage in the Filipino home, Electrolux has reason for Firande, which means "celebration" in Swedish. To kick off its first decade, Electrolux treated guests and members of the media with a red carpet gala at the Rizal Ballroom of the Makati Shangri-la with the theme of celebrating success, life, innovation, and people all year round.

Electrolux celebrates Success with its remarkable sales growth year on year; it celebrates Life as it continuously aim to uplift the lives of Filipinos with the award-winning laundry marathon campaign that collected and washed clothes for charity, cooking competitions, and the creation of energy and water-efficient products that positively impact the environment. Electrolux moreover celebrates Innovation with cutting edge products and its global annual competition called Design Lab which encourages industrial design enthusiasts to come up with revolutionary and futuristic home appliances, 

Last year, I posted a call for submissions of innovative designs for Electrolux's Design Lab competition and was pleasantly surprised to see actual prototypes of the top 8 entries exhibited outside the ballroom. It's really impressive how imaginative some people are! Imagine, a blender that you bounce to blend food or a wrap-around gadget that can either cool a bottle or heat a pot. If those would really be brought to life, that would be amazing! 

Electrolux also celebrates People as it awarded trade partners, friends from the media, partner agencies and brands, and employees who have been essential to the company's success.

Malu Estaris, General Manager of Electrolux Philippines, expressed how fulfilled and privileged they are to reach their 10th year successfully. "We owe our Firande most especially to our consumers who believe in our products. My wish for Electrolux Philippines is that we continue to be a trusted brand in the home appliance category." She adds that they promise the Filipino market to continue developing thoughtful products to suit people's needs, "We will not stop 'Thinking of You'."

While we were having the sumptuous dinner prepared by Chef Franco Brodini, we were also serenaded by a group of musicians who played beautiful pieces and were also delighted to witness energetic performances by Kris Lawrence, Frencheska Farr, and Karylle before the new Electrolux Viva Grande inverter air conditioners were revealed.   

The 10th year gala was just the beginning of Firande. Join Electrolux's Live, Love, Firande! Photo Contest by submitting a photo of your Firande moment for a chance to win an exciting international travel package. Qualified submissions will be included in a photo mosaic to be featured in major Electrolux advertisements in print and TV. The competition runs until May 20, 2012. For more details, stay tuned to and

*Photos courtesy of Orange Magazine TV

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