Recently we noticed something very cool going on at Electrolux. Most of us know Electrolux as the Swedish based manufacturer of beautifully designed, high end appliances.
But have you seen their new Sea Vacs?
These babies have been created from plastic sourced from the tons of plastic garbage floating in our oceans around the world. Aside from being just so juicy to look at, these vacuums are part of an environmental awareness initiative Electrolux is embarking upon to shine a spotlight on the damaging effects of plastic waste in our marine systems around the world.
Employees of Electrolux collected plastic garbage from various oceanic sites around the world. That plastic was then melted down and recycled to construct each of the Sea Vac prototypes. And each vacuum is named after its sea of origin: North Sea Edition, Baltic Sea Edition and so on.
The vacs are not available for retail purchase, but the company is auctioning off the limited edition series and donating the proceeds to environmental research.
We were taken with this program as a stunning example of the use of advocacy as a way of igniting a brand's momentum. What Electrolux has done so well with their Vacs from the Sea program is integrate their brand's core value of using technology and design to improve the human condition with a very real environmental issue that threatens to degrade the quality of our life on earth.
What could be more appropriate for a company that has the design and tech chops of Electrolux, than to put those core assets to work to improve the condition of our environment.
It sure beats painting their vacuums pink.
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