Electrolux rewrites the book

Here's an interesting development from Electrolux.

Smart people that they are they realised that young guys living out of home don't watch a lot of TV and have an aversion to laundry.

So rather than try to reach them using traditional advertising they commisioned a book, Men In Aprons.

Written by Alex Mattis it's the adventures of lad about town Dan who has pretty much verything down pat in life apart from his housework.

There's no mention of Electrolux in the story but each chapter ends with practical hints and tips including ‘How to Make Your Bed an Inviting Proposition’.