Electrolux Launches Marco Odermatt Special Edition

Since fall 2024, Marco Odermatt has been the official brand ambassador for Electrolux’s laundry care products. With this special edition, the partnership is being translated into a distinct product line, with the clear goal of further expanding brand preference and relevance in the highly competitive laundry care segment.

The «Odi Effect»

The campaign launch in October 2024 already generated a strong response from sales partners and consumers. The central theme, «Laundry Care Like a Champion,» brings the mindset of a top athlete into consumers’ everyday lives. Not performance as a show, but performance as a standard: fast, efficient, and gentle on clothes.

For Electrolux, Marco Odermatt is more than just a high-profile spokesperson. He is an integral part of the brand story—credible, approachable, and deeply rooted in Switzerland. The special edition brings this ethos to life: as a product that not only communicates the brand ambassador’s story but also makes it a tangible, functional experience. «Marco identifies strongly with Electrolux, uses our appliances, and does his own laundry. The special edition is therefore not a symbolic gesture, but the logical next step in our collaboration,» explains Roland Bienz, Director of Marketing at Electrolux Switzerland.

The centerpiece of this special edition is the «Odermatt Speed 39min» program, which brings the brand’s ethos directly into everyday life. This full-cycle wash program delivers perfect results in just 39 minutes, combining top performance with maximum time savings—just like Marco on the slopes.

From Campaign to Personal Brand Experience

The current campaign has been running from January 5 through February 22, 2026, and is based on a consistently integrated communications approach that specifically combines reach with the brand experience. The campaign setup includes a TV commercial, digital campaigns and social media, print ads in trade and consumer publications, and a campaign landing page.

This outreach effort is complemented by a powerful live experience format: a national roadshow that builds connection and brings the brand to life in a playful and eye-catching way. During the winter months, Electrolux toured selected Swiss ski resorts with the Marco Odermatt Special Edition. The main attraction is a walk-in washing machine over four meters tall, which served as a mobile experience space, stopping against spectacular mountain backdrops to bring the brand directly to consumers.

A special moment unfolded in Adelboden: Just as the roadshow stopped there, Marco Odermatt celebrated his fifth consecutive victory at Chuenisbärgli. Fans first witnessed the historic racing moment and then got to see the special edition in person, showcased in «Switzerland’s largest washing machine». A setting that seamlessly linked the sporting moment, the brand, and the product. The next stop on the campaign takes the brand right into the heart of everyday urban life: Zurich Main Station, February 12–14, 2026.

«Since we started working together, we've been selling more washing machines and dryers than ever before.»

Interview with Roland Bienz, Marketing Director at Electrolux Switzerland

Why is Marco Odermatt a good fit as a brand ambassador for Electrolux?
Everything Marco takes on, he does with passion. He never rests on his laurels, but consistently works to become even better and leave the competition in the dust. It is precisely this attitude that defines Electrolux. It drives us to develop better solutions for our customers every day. Marco is credible, approachable, and deeply rooted in Switzerland. This aligns perfectly with a brand that has been part of the lives of Swiss people for decades.

How did the idea for the special edition come about?
Marco was one of the young talents from our youth development program. We’ve been supporting him since he was a junior on his journey to the top of Swiss skiing. This has led to a close and trusting partnership. Marco strongly identifies with Electrolux, uses our appliances, and does his own laundry. And we benefit from him, too: Since we started working together, we’ve sold more washing machines and dryers than ever before. The special edition is the crowning achievement of this long-standing partnership—the cherry on top, so to speak.

What makes the Special Edition so special?
The machines are based on our most powerful models. The highlight is the fastest full-cycle wash program in Switzerland. After all, speed isn’t just crucial for Marco on the racetrack. Especially during the racing season, he has little time between races to do his laundry and recharge his batteries. This inspired us to create the «Marco Odermatt Speed Program,» which delivers perfect wash results in just 39 minutes.

How much of Marco Odermatt is in the product?
Marco was immediately enthusiastic about the idea. It was important to him that the special edition offer real added value and not be merely symbolic. He has a keen interest in machines and technology, asks a lot of questions, and wants to understand every detail. He was a great source of inspiration for our development team.

Do you watch his races live?
Yes. I love skiing myself and follow his races whenever I can. Of course, I get caught up in the excitement. Marco inspires me just as much as he does thousands of fans throughout Switzerland.

What moment with Marco stands out most in your memory?
The photo shoot for the «Laundry Care Like a Champion» campaign in Sweden. Marco was highly professional and extremely engaged from the very first moment. We got the shots right away. With his relaxed, approachable manner, he created a great atmosphere on set. When he does something, he does it right. He consistently sticks to this approach.

Responsible at Electrolux: Roland Bienz (Director of Marketing), Isabelle Studer (Head of Marketing Activation), Lukas Christen (Senior Marketing Activation Manager), Yanick Schönenberger (Senior Audience Development Manager), Stefano Grasso (PR & Communications Manager); Contact at Publicis Media Switzerland: Alessia Verga (Senior Account Manager); Contact person at Contcept: Barbara Ryter (Co-CEO), Jairo N’Tango (Content Creator); Contact person at Salz & Water Agency: Christian Schickler (Managing Partner), Emily Swantee (Consultant); Person in charge at Promotion-Tools: Isabella Knobel (Consultant & Project Manager)