Electrolux

LEAQUID

Leaquid, bottled water from boiling potatoes, highlighted the vitamins lost with conventional cooking compared to steam cooking.
Electrolux wanted to increase awareness of their steam ovens. To make steam relevant, we had to show what they miss out on if they continue with conventional cooking methods. So, we created Leaquid, bottled water from a pot of boiling potatoes. Rich in vitamins and usually just thrown away. By hijacking a product from the world of supplements, we made people question if they needed another quick fix.​

Challenge

Increase people’s interest in steam cooking​

​Electrolux wanted to increase awareness of their range of steam ovens in the Nordics.​ The problem was that in order to talk about ovens, the brand first had to educate the target audience about why steam as a cooking method even matters.​ So the question we asked ourselves was, why should they care?

Approach

People use a sledgehammer to crack a nut​

People are more obsessed with their health than ever before. We consume protein shakes, supplements and vitamin water designed to make us happier and healthier.​ A much simpler way to lead a healthy life is to switch to steam cooking. ​

Because steaming preserves up to 90% of the nutrients in foods while boiling can reduce those same nutrients by half.​ To make that claim tangible we had to show what you miss out on if you continue boiling your food.

Solution

Message in a bottle

So, we created Leaquid, bottled leftover water from a pot of boiled potatoes. Rich in vitamins and usually just poured into the sink. ​The bottle served as a tangible and thought-provoking eye-opener. A conversion starter to explain the problem and present the solution –namely steam cooking and Electrolux’s range of consumer steam ovens.

Stats/figures (if there are any)

+ 6 M in organic reach across the Nordics
+ €2.3M Estimated PR value