Press_information_Daikin_launches_Europe-wide_brand_campaign
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Corporate news / Brussels, 22 August 2025 – With its new brand positioning as a 'Caring Leader' in the HVAC industry, Daikin emphasizes its commitment to placing consumer comfort at the heart of its offering: providing sustainable solutions for energy-efficient heating and cooling, as well as clean air for every home. Through the new residential brand campaign “Always there, embracing you with air”, Daikin aims to raise awareness of the importance of air for people’s wellbeing, climate comfort and health.
Air, made visible – A story about comfort and health
The brand campaign brings attention to something that is often taken for granted: the air around us. The visual concept is a creative expression of how Daikin heat pumps and air purifiers quietly enhance people’s wellbeing. It showcases how Daikin technologies create healthier, more comfortable homes – driven by over 100 years of HVAC1) innovation and expertise. Backed by Daikin’s current leadership as global no. 1 air-conditioning company2) and Europe’s leading manufacturer of hydronic heat pumps3) the brand campaign tells a story about warming, cooling, purifying, and refreshing spaces people live in. Thereby it uses colourful bubbles to visualise the invisible benefits of heat pumps and air purifiers in homes:
- Orange bubbles represent warm air
- Blue bubbles represent cool air
- White bubbles represent clean air
Imagery of Daikin’s “Always there, embracing you with air” residential brand campaign
Warm air
Cool air
Clean air
Rolling out across Europe
The bubble imagery appears across TV, print, digital, and social platforms, inviting people to see air not just as something they breathe, but something that embraces them. The brand campaign focuses on Daikin’s residential product categories – including air-to-air heat pumps, air-to-water heat pumps, air purifiers, and ventilation solutions. It will go live this autumn across Europe including 16 markets in the CE region. The overall goal is to strengthen and sustain Daikin’s Europe-wide brand positioning, reinforcing its position as a trusted leader in indoor climate solutions.
Sustainability in every breath
The slogan ‘Always there, embracing you with air’ also reflects Daikin's commitment to sustainability, highlighting how the company supports individuals in making environmentally conscious choices by selecting heat pumps as a fossil-free climate solution.
“Air is essential to life, yet we sometimes give it little attention. With this brand campaign, we make the invisible visible. We highlight how Daikin continuously works to improve the air we live in. Through this, we highlight the importance of our innovative solutions for climate comfort, health, and sustainability in residential homes.” Erwin De Roos, EMEA Marketing Manager, Daikin Europe
References:
1) HVAC = Heating, Ventilation, Air Conditioning
2) Fuji Keizai Co., Ltd. "Global Home Appliance Market 2025” (Ranking of Equipment Sales for Global AC Manufacturers [FY 2023 Results]) https://www.daikin.com/air/daikin_brand/glance/modals/01_sales
3) BRG BUILDING SOLUTIONS – report June 2025 / data from 2024
Copyrights pictures: Daikin
About
100+ years Daikin
The story of Daikin has always been shaped by groundbreaking ideas, technological innovations, and dedicated people. It began in 1924 when the young Japanese engineer Akira Yamada founded an enterprise in Osaka to manufacture aircraft radiators with a 15-member team. More than 100 years later, the Daikin Industries group brings future-proof solutions for heating, cooling, ventilation, air purification, and refrigeration (HVAC-R) to global markets. 103,500 employees in 173 countries continue the company's legacy of leading technologies to advance low carbon heating and cooling, while ensuring the highest level of comfort.
Read more on 100 Years Daikin
Daikin Industries Ltd.
Daikin Industries is a global leader in heat pump, air conditioning and air filtration technology, employing more than 103,500 people. Founded in Osaka in 1924, it is the only manufacturer in the world that develops and manufactures HVAC-R equipment, compressors and refrigerants in-house. Daikin has been recognized as one of the world’s top 100 most innovative companies by Clarivate (UK) and LexisNexis (USA) for its leadership in technology research and intellectual property patents. For its fiscal year 2024 (1 April 2024 – 31 March 2025) Daikin reported a record sales result of 28,98 billion euro sales.
Read more on www.daikin.com
Daikin Europe N.V.
The Daikin Europe group is a leading provider of heating, cooling, ventilation, air purification and refrigeration technology across Europe, the Middle East, and Africa. Daikin Europe caters to a diverse customer base within the region by designing, manufacturing, and marketing an extensive range of products, maintenance services, and turnkey solutions tailored for residential, commercial, and industrial applications. The group employs over 13,800 people across more than 56 subsidiaries and operates 15 manufacturing sites in Europe (12), Turkey (1) and the Middle East (2). Refrigeration products from Daikin include the brands Daikin, Tewis, Zanotti, Hubbard, and AHT. Headquartered in Ostend, Belgium, for over 50 years, the Daikin Europe group is a subsidiary of Daikin Industries Ltd.
Read more on www.daikin.eu
Daikin Airconditioning Central Europe
Daikin Airconditioning Central Europe, founded in 1999 with its headquarters in Vienna, Austria, operates as a subsidiary of Daikin Europe. Its portfolio includes products and total solutions for heating, cooling, ventilation, air purification, and refrigeration in residential, commercial, and industrial settings. With over 700 employees and 3,400 partners, the company manages sales and service activities across 16 countries in Central and Eastern Europe, including Austria, Albania, Bosnia and Herzegovina, Bulgaria, Croatia, the Czech Republic, Hungary, Kosovo, Montenegro, Moldova, North Macedonia, Poland, Romania, Serbia, Slovakia, and Slovenia.
With 'Your Daikin World' at the Vienna headquarters and the 'Daikin Inspiration Park' in Warsaw, the HVAC-R industry and the construction sector have access to two state-of-the-art B2B-experience centers for co-creating customized solutions for hotels, retail, offices, and large commercial applications. Daikin runs ten out of 141 B2B-training centers across the EMEA region in the CE-region. Consumers and homeowners receive consultations at four B2C-Experience centers in Vienna, Belgrade, Bratislava and Budapest.
Read more on www.daikin-ce.com
Media contact
Doris Passler
Manager Corporate Communications Central Europe
Daikin Airconditioning Central Europe HandelsgmbH
Lemböckgasse 59/1/1, 1230 Vienna, Austria
T: +43 (0) 664 24 56 444
M: passler.d@daikin.at
