The white-goods manufacturer has commissioned a novel, Men in Aprons, which tells the story of two 20-something men and their approach to relationships, work and domestic life.
There is no mention of Electrolux in the story, although a paragraph on the inside cover talks about the brand’s offering. The foreword also mentions its involvement in commissioning the book and the cover shows a man wearing an Electrolux-branded apron.
Available from electrolux.co.uk and priced £6.99, there is an initial print run of 4000. A downloadable audio book version is also available.
A spokeswoman said that while Electrolux will continue to use traditional ad channels, it had to look at other ways of reaching young men.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
