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Electrolux’s Midsummer Festival celebrates summer
and new additions to its cooling line

Electrolux Philippines welcomes summer and two new additions to its cooling line as it hosted its first ever Midsummer Festival at the Edsa Shangrila Hotel

A nod to the company’s Swedish heritage, Midsummer is a celebration of the beginning of summer after a long winter. Houses are decorated with flower garlands and wreaths; friends and families gather together and enjoy traditional songs and dance around a Midsommarstang or maypole.

Guests were treated to a delicious Swedish smorgasbord, traditional Maypole dances and other fun Midsummer rituals to give them a taste of one of Sweden’s most important holidays.


The festival was also an opportunity to refresh guests on another renowned aspect of Swedish culture – their design tradition, which households all over the world have also been able to experience through the many innovative products Electrolux has produced over its 90-year history. This certainly includes Electrolux’s two latest additions in food storage and air conditioning – the new Electrolux refrigerator and split-type air conditioner.

The arrival of summer was certainly a welcome time to celebrate these fresh arrivals to Electrolux’s cooling line, which boasts of unique features designed to help make summer, cooler and more enjoyable.

The new Electrolux refrigerator offers market freshness for food even in the heat of the summer, perfect for Filipinos who love a great meal.

With features like the Active Deo Fresh system that absorbs stray odors, a Multi-Air Flow Cooling System that maintains a constant temperature inside the refrigerator and humidity control that helps keep vegetables from wilting, the Electrolux refrigerator helps make meals more delicious by ensuring that food retains their original flavors and freshness longer.

Guests were able to test this firsthand as they were given strawberries (traditional Midsummer fare), kept fresh inside the new Electrolux refrigerator.

Meanwhile, the new split-type air conditioner from Electrolux goes beyond cooling by addressing the need for purer, cleaner air in an increasingly polluted, urban environment.

It includes a number of air purification technologies like the Bio HEPA (High Efficiency Particulate Air) filter removes over 95% of bacteria and 99% of dust particles, the Active Plasma Filtration system which reduces the incidence of allergies, asthma and even the common cold by guarding against 99% of airborne allergens; 95% of harmful bacteria and 85% of viruses, and even Vitamin C technology, which helps soften skin, reduce stress, inhibit bacteria and combat free radicals which cause cell damage.

It also has an energy efficiency level as high as 11.6, making it amongst the most energy efficient in its class and a healthy buy for the environment as well.

Both products are perfect examples of Electrolux’s “Thinking of You” philosophy, which is all about putting the consumer’s needs and wants first in all aspects of its business, from product development and design all the way to logistics and services.

“We call it being the Thoughtful Design Innovator. Thoughtful because we make a real effort to understand the needs of our users, whether it’s through focus groups, surveys or visits to their homes and workplace. Innovative because we give them products with designs and features that answer their real needs in new and exciting ways,” explained Malu Estaris, Electrolux Philippines General Manager.

“The summer we are facing is predicted to be one of the hottest yet so we believe that these two products designed to keep users refreshed in different ways will really resonate with Filipino families. Pure and cool air and fresh food from our new products will go a long way to make this summer more comfortable and enjoyable.”
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