Melanie Winiger AEG: New Brand Ambassador for Switzerland
The home appliance brand AEG has signed Melanie Winiger as its brand ambassador and is launching a wide-reaching campaign in all three Swiss language regions.
Melanie Winiger, AEG: Authenticity Meets National Appeal
The home appliance brand AEG is realigning its brand communication in Switzerland and has brought Melanie Winiger on board as its brand ambassador. The partnership between Melanie Winiger and AEG is intended to further expand brand awareness and specifically strengthen the brand’s positioning in all language regions. «AEG is a fresh, modern, down-to-earth brand. That’s exactly what I like about it. The products are practical for everyday use and genuine because they offer exactly what you need,» explains Melanie Winiger.
Why Melanie Winiger Was Chosen
Melanie Winiger is deeply rooted in the Swiss media and cultural landscape—and is regarded as an authentic, unconventional personality. Her multilingual background was also a key factor in her selection: Having grown up in Ticino and spent many years in French-speaking Switzerland, she knows the mindset and culture of the various linguistic regions from personal experience. Roland Bienz, Director of Marketing, notes: «That is exactly what makes her the ideal choice to give the AEG brand a new and distinctive face throughout Switzerland.»
A three-phase campaign spanning the entire year
To increase brand awareness and sustainably strengthen the brand’s positioning in Switzerland, a wide-reaching media campaign and sales-support measures at the point of sale will be implemented in the coming months. The first phase of the digital advertising campaign will run from early May through the end of June 2026 on social media, YouTube, and Swiss networks. Additional campaign phases and targeted activations are scheduled to follow throughout the year.
AEG is one of the Electrolux Group's leading brands and is sold nationwide in Switzerland alongside the premium brand Electrolux. According to the company, its product line includes a wide range of kitchen and laundry care products.
For more information https://www.electroluxgroup.com
Responsible at Electrolux: Roland Bienz (Director of Marketing), Isabelle Studer (Head of Marketing Activation), Joana Charles (Marketing Loyalty Management), Yanick Schönenberger (Senior Audience Development Manager), Stefano Grasso (PR & Communications Manager); In charge at EQAL Visual Productions: Melanie Winiger, Brand Ambassador; Sven Bänziger, Photography; Beat Hösli, Camera Director; Lea Rindlisbacher, Producer; Bojana Ilic & Valdita Shabanaj, Production Managers; Dominik Gspan, 1st Assistant Director; Karo Brab, PA; Simone Lombard & Aline Küstahler, Behind the Scenes; Flavio Leone, Digital Assistant; Julian Joseph, Sound Engineer; Oli Muff & Nico Cavegn, Lighting; rnf design: Robin Fessel, Noah Schmid, Josephine Meylan, The Amazing Art Department & Props; Rachel Bredy, HMU; Martina Russi, Styling; Aline Küstahler, Editing; Unsere Farben, Color Grading; Tonstudios Z, Sound Mix; Responsible for concept development and implementation: Maison Metzger; Contact person at Contcept: Barbara Ryter (Co-CEO).
