Iconic global home appliance brand makes a comeback in Filipino homes
Frigidaire launches new line of modern, streamlined refrigerators in the Philippines
Across the Philippines, one is still bound to encounter someone who quips “pridyider” when referring to the indispensable, everyday kitchen appliance used to store meats and vegetables, make ice, cool drinks and keep leftover food.
It is an enduring reminder of the power of an iconic brand that dominated Filipino households in a post-war era that focused on family values, society building as well as modern technology.
This year, on its 110th global anniversary[NR1] , Frigidaire is back [NR2] in the Philippines as the brand arguably synonymous to innovation, quality and aesthetic design—finding its rightful place in Filipino homes once more as an integral part of daily living.
“The Philippines is definitely a vital market in the burgeoning consumer appliance sector worldwide and we are optimistic of tapping into this with such a strong legacy brand,” says Franklin Chan of CYA Industries, the new local distributor of Frigidaire[NR3] , as part of its robust portfolio that includes GE Appliances, Mabe, Ariston and Indesit.
Globally, Frigidaire is under European parent company Electrolux. “It is a brand we see bridging generations especially with today’s strong nostalgia for products that stand for excellent quality and reliability,” says CYA Industries marketing head Norman Reynoso.
CYA Industries recently held a launch event with trade partners and distributors, coinciding with the company’s 25th anniversary dubbed “CYA at 25: A Quarter of Legacy.” The event was held at Novotel Manila Araneta City in Quezon City—a subtle nod to the Araneta family who introduced and manufactured Frigidaire in the 1950s.
CYA Industries reiterated its commitment to improving the lives of Filipino families with products that are not only innovative but in step with latest trends in smart and sustainable technology. [can insert actual quote from event if possible]
At the event, Frigidaire unveiled its latest lineup of refrigerators, chillers and freezers boasting of design features that allow seamless and modular integration into modern kitchen interiors while offering state-of-the-art features such as Metal-Tech Cooling, cost-saving inverter technology and eco-friendly refrigerants.[NR4]
Frigidaire also introduced other cooling products such as air conditioners[NR5] , and hinted at more products that Filipino consumers can look forward to, such as washing machines, microwave ovens and water dispensers.
According to Chan, Frigidaire is positioned to bridge the gap when consumers look for highly reliable and efficient products at a price point that remains practical and value for money—eventually placing “pridyider” once more on Filipinos’ lips.
[NR1] Elux has instructed us to say +100 years instead of 110 years. To be safe, let’s not say it is the global anniversary but rather it has been 110 years since Guardian Frigerator introduced the first self contained refrigerator. Welcome your suggestions how to word this.
[NR2]How can we word it in a way that does not imply it was away?
[NR3]AUTHORIZED/OFFICAL LICENSEE (not distributor). Strict instructionfrom Elux.
[NR4]Philippines first Purefit, PerfectMatch, i5 Inverter, Wide Voltage range, Metal-Tech Cooling
[NR5]Add semi-commercial beverage coolers with modern aesthetics, high capacity upright freezers…