By Patrick Avenell
LG Electronics could never be accused of wasting an opportunity. Having signed up Australia’s beloved actress Georgie Parker and ARIA, award winning, chef Matt Moran to spokescelebrity deals, the Korean behemoth this morning launched an impressive double act — part cooking, part comedy — to much mirth from the assembled food media and ‘mummy bloggers’. Some fridges were also involved.
Since taking the marketing reins at LG earlier this year, from arch rivals Samsung, Lambro Skropidis has quickly stamped his personal touch on the brand. Skropidis was instrumental in rebooting perception of Korean electronics, from price fighters to premium, and this was evident in the launch of LG’s new Door-in-Door range. The spokescelebrities LG loves so much remain, but the products are now more befitting of a company that wants us to aspire to the Good Life.
In a classic Mad Men scenario, the new range solves a problem most didn’t know existed — food wastage. Research commissioned by LG has ‘revealed’ that Australians are throwing out between $500 and $1,000 in food every year, which equates to around $4 billion in total. If this research is an accurate window into our collective foibles, the solution is a door into our refrigerator — or at least another one — according to multiple Gold Logie winner Ms Parker.
Targeted at “upscale families”, whatever that means, the premium 907-litre LG Door-in-Door French Door refrigerator (GR-D907SL, RRP $4,599, due September 2012) is a magnificent appliance, capable of storing 100 litres more than any other French Door model on the market, according to LG, due to having much thinner insulation in the main compartments and the placement of the ice dispenser in the door (or la porte, as it is a French door).
Built into the right hand door of this model is another door, which opens to reveal a semi-sealed cavity that is cooled from the main body of the refrigerator but separate enough to not allow warm air to negatively impact on the overall temperature. There are several shelves in this compartment, allowing for quick access of a variety of products, such as soft drinks, cheese, margarine and vegemite.
In the freezer drawer, LG has introduced shelving to overcome the common problem of lowly placed foodstuffs being buried, and also allowing for greater organisation for those that practice subzero obsessive compulsive disorder.
LG has stayed on trend in its high-end refrigeration by including a temperature controlled internal pantry, allowing for precise cooling of meats (-1° Celsius), smallgoods (1° Celsius) and vegetables (3° Celsius).
Joining this model in LG’s Door-in-Door range is a smaller 730-litre French Door fridge (GR-D730SL, RRP $4,299) and a side-by-side model (GC-D247SL, RRP $3,299). These two models will be available from November 2012.
She's a stunner! And George Parker is good too.