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Europe's Leading Premium Appliance Brand Taps America's Most Stylish, Multi-Tasking Mom to Launch New Appliance Line in North America
Date:4/3/2008

- Electrolux & Kelly Ripa Team Up to Promote New Appliance Line's European Style and Ingenious Features and Kick Off Effort to Raise Funds for The

Ovarian Cancer Research Fund -

NEW YORK, April 3, 2008 /PRNewswire/ -- Known and admired for her multi-tasking talents as well as her signature style, Electrolux announced today that it is tapping Kelly Ripa for the North America launch of its new premium kitchen appliance line - a stylishly sleek new collection that's poised to transform America's kitchens with a fresh jolt of European style and performance, helping today's busy families do more -- better, faster and easier.

Called Electrolux, the new appliances from Europe's leading premium appliance brand are loaded with ingenious features such as a Perfect Turkey(TM) Button, one button you push to cook a perfect turkey; Luxury-Glide(TM) Racks, patented ball-bearing oven racks that effortlessly extend at the touch of a finger and an Induction Hybrid cooktop that boils water in 90 seconds. The entire Electrolux appliance collection is available nationwide through select independent retailers and at mass merchandisers Best Buy, Lowe's and Sears.

As part of its North American launch, Electrolux also announced that it will be joining Kelly Ripa in supporting The Ovarian Cancer Research Fund, a cause important to its target consumer and to Ms. Ripa.

"Ovarian cancer has been called the silent killer because there is no method of early detection. Thousands of women and their families are affected each year," notes Ripa. "That's why I am so grateful to Electrolux for stepping up and helping me to raise money and awareness to help support this important cause." Elizabeth Howard, CEO of The Ovarian Cancer Research Fund, agreed, noting that knowledge is power when it comes to fighting ovarian cancer. "Our mission is to find a method of early detection and ultimately a cure for ovarian cancer. We are grateful to Kelly Ripa and Electrolux for helping us educate women about the need for more research," she said.

Electrolux Gets Me

In addition to an interactive web site promotion that will raise money for OCRF while engaging consumers in a fun, first of its kind on-line game where they collect Kelly Ripa's collection of designer handbags for a chance to win a suite of Electrolux premium kitchen appliances, Electrolux is also donating a portion of retail sales of select appliances to OCRF, with the goal of raising more than $500,000 over the next two years to help fight ovarian cancer.

"Our target consumer wants to make a difference and we want to make it easy for her to make a difference. That's why we developed the 'Kelly's bags' promotion that allows her to have fun and do good. When people register to play 'Kelly's bags,' they are helping to support the Ovarian Cancer Research Fund. It's that simple," notes Electrolux Major Appliances President and CEO, North America, Keith McLoughlin.

In tapping Ms. Ripa, Electrolux hopes to tap into the target who easily relates to Ms. Ripa and her on the go lifestyle where she juggles - effortlessly it seems - competing priorities including career, family and community outreach/volunteerism.

"Just like our target, Kelly Ripa is a really amazing, multi-tasking Mom who appreciates beauty and performance and the way the right appliances can help you do it all. And that's what this new appliance collection from Electrolux is all about ... making today's kitchens more functional, comfortable, beautiful and easy to manage," notes McLoughlin.

Specifically designed for the mass premium appliance category, a category that is experiencing growth in the U.S., the new Electrolux line boasts a distinctive European look with a curved front design and signature blue LED displays. The sleekly stylish appliance line is designed to be at home in any kitchen, from traditional to contemporary.

"Who knew Electrolux made such fabulous appliances, or that they've been making premium kitchen appliances in Europe for the past 70 years? I'm a big fan of European design and these new appliances look great in my kitchen," said Ripa. "I also love the way that Electrolux gets me ... with cool features that help me do it all like the 'My Favorite' setting that allows me to customize the settings on any of my appliances to meet my needs. Talk about a time saver! That's amazing!"

McLoughlin notes the goal for Electrolux was to create versatile appliances that help people do what they need -- and love to do -- better, faster and easier.

"Electrolux appliances offer more choices, such as eight cooking modes on Electrolux wall ovens and ranges and advanced Wave-Touch(TM) controls, one simple touch and the control panel activates, showing virtually endless cooking options," said McLoughlin. "We also offer more room - we've got the largest total cooking capacity electric range with second oven and the largest useable capacity dishwasher (and quietest too) in its class. And, Electrolux appliances deliver more flexibility, like our dishwasher with custom cycles to coddle your stemware and ranges and cooktops with a Min-2-Max(TM) burner, offering the widest performance range in the industry - from simmer to boil," he said.

The new Electrolux line includes more than 130 high-performance, stylishly designed products including freestanding and built-in dual-fuel, gas and electric ranges, wall ovens, gas and electric cook tops, induction hybrid cook tops, built-in and over-the-range microwaves, counter depth and standard depth refrigerators and freezers, refrigerator drawers, wine cooler and wine tower, beverage center, dishwashers, icemaker and complete line of ventilation systems. Long on style and innovation, Electrolux appliances are the result of a consumer-centric approach to looks and functionality.

Recognized throughout Europe as the gold standard of appliances, Electrolux appliances have been used in fine European homes and restaurants for more than 70 years. Now, Electrolux is bringing that same level of uncompromising quality, style and high performance to North America with the launch of its new Electrolux line.

Electrolux Group -

Electrolux has a rich heritage of developing premium kitchen appliances in Europe, which have been used throughout fine homes and restaurants for more than 70 years. Among these products is the prestigious Molteni brand, a name chosen by the world's greatest chefs who expect the ultimate in cooking performance. Design centers around the world are focused on understanding consumer needs and developing innovative designs that fit with how consumers live. In 2007, Electrolux had sales of $16 billion and 57,000 employees. For more information, visit electroluxappliances.com.

Contact:

Meghan Ackerson

212-445-8170

mackerson@webershandwick.com


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SOURCE Electrolux Group
Copyright©2008 PR Newswire.
All rights reserved

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