Creative marketing strategy for premium Swedish home appliance brand ASKO, conceived by Trout Creative Thinking gives the globally established brand a local flavour. The strategy harnesses the power of brand endorsement through talent and media partnerships to create captivating content that draws the attention of Australian renovators, architects, and designers. The content campaigns aimed to increase awareness of the ASKO brand in Australia while showcasing key product launches for the brand including the Wine Climate Cabinet, the world’s first smart wine cabinet which was recently awarded Gold in the Australian Good Design Award.

While ASKO has been in Australia for 52 years, the brand partnered with Trout to design and implement a combination of strategic talent and media partnerships unlike anything ASKO has delivered in one of its largest global markets to date. The result is a campaign that strikes a unique balance of aligning to the ASKO brand globally yet making it relevant to the Australian market.

Asko Elements

The new Elements design range by ASKO.

Elements are pure. They can’t be divided. But when combined, they create something original and new. Elements by ASKO now comes in a unique combination of Pearl Grey with soft-grey painted glass, which features a subtle metallic sprinkle. The grey earthy tones create a soft, sophisticated ambiance, while the metallic sparkles add a rich, layered effect as they wait for the spotlights to bring them vividly to life.

Visit Asko at Salone del Mobile.Milano EuroCucina and discover new ASKO colour.

ASKO since 1950

The ASKO story is a good one. It started back in 1950 in Vara, Sweden with an innovative young man’s dream to build a washing machine for his mother to suit her every need. A unique, energy and water efficient machine that would reflect a farmer’s love for nature. One with superior cleaning performance and reliability that could heat water, spin and even had both durable and stainless steel drums.

Today, more than 60 years later, ASKO is a global brand which design and develop premium Kitchen, Laundry and Professional appliances. Asko machines meet the highest
demands on design, function, durability and environmental awareness. Asko manufacture products with extremely high quality

Asko repairability

According to the repairability index Indice de réparabilité, ASKO home appliances are among the top 3 repairable household brands in France. The purpose of the index is to inform the consumers about the possibility of repairing the purchased product, and to contribute to greater environmental awareness and sustainable practices. This repairability index covers five main criteria: availability of documentation; dismantling, access and tools; availability of spare parts; spare parts prices; specific criterion for the category.  
The platform is an initiative of Spareka, the spare parts specialist, based on the criteria, defined by the Ministère de l’Environnement.
In 2020 in France only 40% of faulty electrical and electronic devices were repaired. In order to prolong the appliances life, to avoid the premature disposal of products, to reduce waste, and to preserve the natural resources, necessary for the production, the French government aims to increase this proportion to 60% within five years by setting up a repairability index to be displayed in stores. The goal is, too, to turn the repairability index into sustainability index by 2024.
The repairability index is supposed to help to change the purchasing behaviour towards products that are more easily repairable, and to encourage the consumers to resort more to repairs of the broken appliances rather than buying a new one.

Asko hit top marks with dryer

“𝘠𝘰𝘶’𝘭𝘭 𝘣𝘦 𝘩𝘢𝘳𝘥 𝘱𝘶𝘴𝘩𝘦𝘥 𝘵𝘰 𝘧𝘪𝘯𝘥 𝘢 𝘮𝘰𝘳𝘦 𝘳𝘦𝘭𝘪𝘢𝘣𝘭𝘦 𝘮𝘰𝘥𝘦𝘭 𝘵𝘩𝘢𝘯 𝘵𝘩𝘪𝘴 𝘢𝘦𝘴𝘵𝘩𝘦𝘵𝘪𝘤𝘢𝘭𝘭𝘺 𝘱𝘭𝘦𝘢𝘴𝘪𝘯𝘨 𝘈𝘚𝘒3𝘖”

We’re delighted that @GoodHousekeeping recently awarded our Logic Tumble Dryer a fantastic score of 93/100 as well as providing a glowing endorsement

Read more of their review here 👉

ASKO Add auto dose system to washing machine rang

How much detergent do you use (waste) for each wash cycle?
Do you know that too much or too little detergent can be harmful to your laundry?
ASKO APPLIANCES AB equipped its washing machines with the Auto Dose system. Just choose the degree of dirt and you’re done. It will be the washing machine itself that will enter the right amount of detergent and softener.