What’s metallic, cold and floats on water? Well, if you answered “a refrigerator,” you would be correct. At least in LG’s eyes.
That’s because the Korea-based diversified consumer electronics, appliances and air conditioner company is taking its newest refrigerator on the road -– or more accurately, on the water –- in an attempt to woo discerning Europeans to the benefits of its large-capacity, eco-friendly, “side-by-side” door refrigerator.
To spotlight the product’s worldwide launch, a 70-meter long container ship disguised as LG’s new refrigerator sailed up the Seine from Le Havre to Paris between June 22 and June 25, making scheduled stops along the way to take on board refrigerators filled with local delicacies. Upon arriving in Paris, the container ship – which is long as a football field is wide -- was met by French chef and L’Arpége owner Alain Passard who directed a team of chefs in preparing a open-air feast for guests utilizing the food transported by the container ship-cum-refrigerator. A local charity, La Banque Alimentaire, also received a portion of the fresh food.
A new refrigerator during a global recession? Is this really what people want? Or need?
“Absolutely,” says Mr. Young-ha Lee, President and CEO of LG Electronics’ Home Appliance Company. “What we’ve found is that the economic slowdown has changed the way many of us live, the way many of us eat. Consumers are looking to save money by buying groceries in bulk and preparing more meals at home. This obviously requires larger storage capability and the need to keep food fresher longer.”
LG’s new refrigerator boasts a capacity of 617-liters – volume of approx. 2,460 small (250ml) Coca Cola cans -- without taking up any more space in the kitchen, an important feature in some real estate-challenged countries. The refrigerator also boasts ultra low power consumption and reduced noise thanks to technology the company developed called a “Linear Compressor”. The appliance requires 20 percent less energy than conventional refrigerators which was enough to earn it an A+ class rating in the European Union.
And LG was extra thoughtful in designing an event that would have the least impact on the environment.
“Pound for pound, sea vessels are much cleaner than trucks or airplanes for moving large objects,” said Mr. Lee. “We wanted to show off this refrigerator in an interesting way but not at the expense of leaving a huge carbon footprint. I think the audience for this appliance would notice something like that.”
This new LG side-by-side refrigerator will be available across Europe including France, Spain, Italy, Sweden, Greece, Hungary, Austria and the United Kingdom starting in July 2009. It will be available in CIS, MEA, and Asia markets later this year.
About LG Electronics, Inc.
LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, mobile communications and home appliances, employing more than 84,000 people working in 115 operations including 84 subsidiaries around the world. With 2008 global sales of $44.7 billion, LG comprises of five business units – Home Entertainment, Mobile Communications, Home Appliance, Air Conditioning and Business Solutions. LG is one of the world’s leading producers of flat panel TVs, audio and video products, mobile handsets, air conditioners and washing machines. LG has signed a long-term agreement to become both A Global Partner of Formula 1™ and A Technology Partner of Formula 1™. As part of this top-level association, LG acquires exclusive designations and marketing rights as the official consumer electronics, mobile phone and data processor of this global sporting event. For more information, please visit www.lge.com.
About LG Electronics Home Appliance Company
LG Electronics Home Appliance Company (LG HA) is an innovator in the home appliance industry, dedicated to offering healthier and greener products with a perfect blend of smart technology and trend-setting design, providing a complete solution for improving all aspects of daily life. LG HA’s insightful products including refrigerators, washing machines, dishwashers, cooking appliances, vacuum cleaners, and built-in appliances are designed to resonate with consumers round the world. LG HA’s innovative technologies and convenient features including the world's first interactive refrigerator, steam washing machine and combination oven and microwave, set new trends in the appliance industry, establishing LG as the global leader.