±±¾©Èü³µpk10

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 ú6.99, 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.