Electrolux Philippines has opened its yearly clothing donation drive now called “Delightful-E Simple to Share” with a clever plan on how to put rejected pre-loved items to good use.
The Swedish-based electronics brand has been collecting, sorting and washing used clothes for the last five years to ensure that the needy get to wear fresh outfits, with long-term partner Unilever and detergent brand Breeze.
For this year, Electrolux partnered with Trese, a sewing enterprise by Gawad Kalinga, to turn odd items like bathing suits, swimming trunks and thick jackets, which are of no use to people especially during relief efforts, into colorful quilts that will be given to underprivileged new born babies.
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“After successful runs in the past years, it’s fitting to innovate and keep the campaign fresh,” Andrea Pionilla, marketing manager at Electrolux Philippines, shared with Marketing.
The campaign begins this August and will run for the third quarter of the year, which Pionilla explained hits two birds with one stone – responding to high demand for laundry products due to the rainy season and providing a steady supply of clothes to dozens of typhoon relief efforts.
On average, the campaign can produce 9,000 kilograms of clothes which, like in the current version, was gathered via drop-off points in select malls, business partners and offices. A list of this drop-off points will be announced soon.
Apple Villar, Electrolux product manager for Fabric Care, said that all clothes are distributed with the help of ABS-CBN Sagip Kapamilya put clarified that the foundation is not an exclusive partner.
While the advocacy does contribute to Electrolux’s business goals, Pionilla stressed that Delightful-E Simple to Share aims is to serve Filipinos
“I think it’s secondary for us on what the public thinks,” she said when asked how CSR fits into the brand’s strategy.
“Of course that will totally help the brand in terms of business but it’s more of having a heart. For us to be a sustainable business, not just in terms of products, we need to embrace an advocacy and I think ours is very apt in the Philippines.”
The launch of campaign, held 30 July, was attended by Electrolux’s brand ambassadors chef’s Bruce Lim and Rosebud Benitez and celebrity mon Cheska Kramer. The endorsers are also the face of Delightful-E Yummy, another campaign launched last June on family-focused dinning.