With the words ‘A cleaner ocean, one vacuum cleaner at a time’, Electrolux introduces a donation program for all its Green Range vacuum cleaners. The Electrolux Green Range vacuum cleaner has become world famous through the project Vac from the Sea, where Electrolux built a number of unique concept vacuums using plastic trash gathered from the world oceans. Now the success hits the sales floor.

Starting in June, 1,5% of sales from all Green Range vacuum cleaners sold in Europe, will go directly to Algalita—one of the world’s most recognized marine research organizations—and its partner organization 5 Gyres. Algalita and 5 Gyres conduct research by for instance collecting water samples from the world’s oceans in order to analyze plastic pollution and its severe effects on the marine environment. The slogan for the initiative is ‘A cleaner ocean, one vacuum cleaner at the time.’

“We are supporting the initiative with new in-store materials, film and even packaging. The project Vac from the Sea turned millions of consumers on to green home appliances and made them aware about plastic pollution in our oceans. Buying a Green Range vac, that is rich in post consumer plastic, means that the consumers help keeping plastic within the loop, and with the donation initiative, they also become supporters of marine plastic research,» says Niklas Melin, Product Marketing Manager, Electrolux.

Image: The Progression of Recycled Plastics used in Electrolux Vacuum Cleaners

The sales material supporting the campaign is significant. In-store movies explaining the marine plastic problem and Electrolux’ role in the issue will be available on all markets. The vacuum cleaner packaging has also been upgraded with the slogan ‘A cleaner ocean, one vacuum cleaner at a time.’ Product presentation materials have also been altered to highlight the green incentive campaign.

The Vac from the Sea project addresses the paradox that there is not enough high grade post consumer recycled plastic on land in order to make sustainable vacuum cleaners, while the oceans are full of plastic debris. By gathering plastic from the world’s oceans and building unique concept vacuum cleaners form it, Electrolux has reached over 200 million consumers with the Vac from the Sea green message through publicity in the media – from environmental blogs to lifestyle to design and news media. The project has also been awarded with both environmental awards and communication awards.