The commercials for Aqvia is running in Sweden at the time of writing. I’m part of the team behind it so I’m biased, but I love the feeling in all of them. And the voice belongs to Harry Potter’s hat…
The objective is to sell more gas and the machines is essentially a means to do that in a consumer market. But that doesn’t means it’s a case of quick and dirty manufacturing. Quite the opposite, as AGA has great heritage in stoves (now owned by another legal entity in Great Britain) and more importantly Scandinavian design.
I’ve had the chance of digging into the home appliances category/ies and in this case Sodastream is the main competitor. This Israeli company were pushing the last wave of bubble makers, around when I was 7 and everybody wanted to make their own coca-cola. They now have such a majority stake of the market you wouldn’t believe it. Touch competition.
The positon we found, although it’s fairly clear given the quality and aesthetics of the product, is about a well designed home, conscious decisions about interior design and objects. The kitchen is a good place to look when figuring out what kind of design sense the person living there has. Sodastream machines are for families where the kids make coca-cola, finger paint the walls and spray ketchup in the roof just before football practice, stressing mom out.