Premium household appliance brand AEG is launching a new brand communication strategy in Switzerland and welcomes Melanie Winiger as its new brand ambassador. Authentic, modern and relatable, she represents the values that define AEG: quality, innovation and everyday practicality.
Through this partnership, AEG aims to further increase brand awareness across Switzerland while strengthening its positioning in the German speaking region, French speaking Switzerland and Ticino. Melanie Winiger brings together national recognition, credibility and a strong cultural connection that perfectly reflects the brand’s identity.
“AEG is a fresh, modern and down to earth brand. That is exactly what I like about it. The products are honest, functional and designed to make everyday life easier without unnecessary compromises,” says Melanie Winiger.
The well known presenter, actress and entrepreneur has stood for authenticity, individuality and genuine personality for many years. These qualities make her the ideal choice for AEG Switzerland’s new brand strategy.
Roland Bienz, Director Marketing at AEG Switzerland, explains: “Through her personal background and life experience, Melanie Winiger understands the mentality and culture of all Swiss language regions. She connects people naturally and authentically. This makes her the perfect personality to give AEG a modern and distinctive face across Switzerland.”
Nationwide campaign with strong reach
To support the new brand positioning, AEG Switzerland is launching a high reach 360 degree campaign. The strategy includes digital advertising across social media, YouTube and leading Swiss platforms, as well as impactful point of sale activations in retail stores.
The first phase of the digital campaign will run from May until the end of June 2026. Additional campaign phases and targeted activations will continue throughout the year to further strengthen AEG’s presence across all Swiss regions.
With Melanie Winiger, AEG Switzerland is partnering with a personality known for genuine charisma, strong credibility and a close emotional connection with the Swiss public. A partnership that is a perfect match.
Photos: Bänziger
Further information can be found at:
www.electroluxgroup.com
www.aeg.ch
