Electrolux Philippines’ elegant evening gala Pamana (heritage) truly lived up to its name as the company celebrated 15 years of thoughtfully designed appliances in Filipino homes with the promise of shaping living for the better.

Since its entry into the Philippine market in 2002, the brand has been supporting Filipino families with innovative appliances that are both insightful and progressive, displaying true empathy for the challenges facing mothers and delivering ingenious solutions and delightful experiences for them and their family.


A toast to 15 years! Present at the anniversary event were (from left to right): Electrolux Philippines Customer Service Manager Ric Pacardo, Electrolux Philippines Country Marketing Manager Andrea Soto Pionilla, Country Supply Chain Manager Grace Obligado, Electrolux Philippines General Manager Nelson Cabanban, Electrolux East Asia SVP and Managing Director of Major Appliances Craig McEachern, Electrolux Philippines Country HR Manager Anita Ducay, Electrolux Philippines National Sales Manager Louie Liston and Electrolux Marketing Director of East Asia Frank Grueb.

From the Electrolux man who would “knock on your door, ring on your bell, knock on your window too,” this inventive company with Swedish roots has come a long way. It now offers a complete range of appliances that includes washing machines and dryers, refrigerators and ovens, vacuum cleaners and air conditioners, with Electrolux enjoying market leadership in vacuum cleaners across Southeast Asia and strong positions in No Frost Refrigerators and Washing Machines.

When it comes to marketing, Electrolux has been equally innovative. The company has also won accolades for its best-in-class marketing campaigns such as the Discover-E kitchen campaign, which invited Filipinos to re-discover their appreciation of Filipino food, culture, and heritage, and the Clothes & Hugs Wash-a-Thon, an advocacy campaign and clothes donation drive to help typhoon victims.

As it celebrates its 15th anniversary, the brand shared that its aim is to shape living for the better and improve the everyday lives of Filipinos. It means a renewed focus on what their products and solutions can help people achieve, to create experiences that will elevate everyday life and to be a driving force in sustainable living.


Electrolux Philippine General Manager Nelson Cabanban delivers the Welcome Remarks at the Pamana 15 Years of Electrolux Heritage celebration.

“We want families to be able to enjoy great tasting food. We want to help them care for their clothes, which will give them confidence to face the world, and we want to make their homes a healthier place for their loved ones,” said Nelson Cabanban, General Manager of Electrolux Philippines.

“Electrolux is committed to creating appliances and experiences that make everyday life more enjoyable and more comfortable, while at the same time, encouraging more families to live sustainably,” he added.

Electrolux has not only launched refrigerators that help keep food fresher for longer but also creating oven that cook evenly and hobs with precise temperature controls and high speed to enable home cooks to create delectable dishes.


The brand now offers a complete range of appliances that includes washing machines and dryers, refrigerators and ovens, vacuum cleaners and air conditioners.

There is also a growing consciousness among Filipinos on the importance of wellbeing and creating a cleaner, healthier living environment. Electrolux has key solution areas to help families get a better home environment through floor care, air care and water care.

When it comes to Care, it’s all about creating products that enable clothes to last longer and look their best and Electrolux’s latest campaign – FashionCare – introduces a whole new way of washing with Electrolux that is designed to fit perfectly into the lifestyle of the modern mom.

“We aim to inspire the modern Filipina and show her that there are truly no limits to what she can achieve at home. And with clothes being one of the ways a woman can feel confident, the launch of the Fashion Care Campaign is timely as it liberates women from the hassle of hand washing or the expense of dry cleaning when it comes to her delicate or fashionable pieces,” said Andrea Soto Pionilla, Country Marketing Manager of Electrolux Philippines.

The FashionCare Campaign launch introduced the latest washing machines of Electrolux that come with innovations that prevent faded colors, shrinkage and misshaping. Electrolux also created the FashionCare Council, composed of FashionCare ambassador Rajo Laurel, and Council members Amina Aranaz-Alunan and Janice Villanueva, to educate consumers on how to care for their clothes.


Present at the unveiling of the brand’s atest washing machines are (from left to right) Electrolux Philippines Product Manager Erika Depositar, General Manager Nelson Cabanban, Electrolux East Asia SVP and Managing Director of Major Appliances Craig McEachern, Country Marketing Manager Andrea Soto Pionilla, FashionCare Ambassador Rajo Laurel and FashionCare Council Members Amina Aranaz-Alunan and Janice Villanueva.

“Clothing matters because there’s a certain power to it. I’ve always believed that, as a designer, my gift is this particular power. With the power comes confidence. And with confidence, you are able to conquer everything. It’s our modern day armor,” Laurel said.

And armed with design solutions from the brand, Filipino women and families can certainly look forward to more years of healthier, more inspired and more enjoyable choices for their home.

For more information and healthy living tips, please visit www.electrolux.com.ph and follow @ElectroluxPhilippines on Facebook and Instagram or @ElectroluxPH on Twitter.

ComCo Southeast Asia is the PR partner of Electrolux Philippines.