Brussels, July 30, 2025 - Daikin has recently introduced a new brand positioning: to be the caring leader of the HVAC industry. This represents an even stronger commitment to putting the customer at the centre of everything Daikin does - by delivering energy-efficient heating and cooling and clean, fresh air, all in a sustainable way. To bring this positioning to life, Daikin has launched its new European brand campaign, “Always there, embracing you with air.”
The campaign brings attention to something we often take for granted: the air around us. It’s a creative expression of how Daikin heat pumps and air purifiers surround people with climate comfort and clean air - every day, in their homes. Backed by over a century of expertise, Daikin continues to innovate how we experience air.
Air, made visible
The brand campaign reflects Daikin’s leadership in climate comfort, air quality, and sustainability. It uses colourful bubbles to visualise the invisible benefits of heat pumps and air purifiers:
- Orange bubbles represent warm air
- Blue bubbles represent cool air
- White bubbles represent clean, fresh air
These visuals demonstrate how Daikin solutions quietly enhance our daily lives - warming, cooling, purifying, and refreshing the spaces we live in.
A visual story of comfort and health
This is more than a campaign. It’s a story about how air shapes our daily lives. The bubble imagery appears across TV, print, digital, and social platforms, inviting people to see air not just as something we breathe, but something that embraces us.
Rolling out across Europe
The 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 winter in 20+ European countries. The overall goal is to strengthen and sustain brand awareness across Europe, reinforcing Daikin’s position as a trusted leader in indoor climate solutions.
Sustainability in every breath
“Always there, embracing you with air” also reinforces Daikin’s leadership in sustainable innovation. The campaign reflects how Daikin helps people live more consciously - by delivering energy-efficient climate comfort and clean, fresh air in a sustainable way. It’s a continuation of Daikin’s long-standing commitment to care for air.
A message from Daikin Europe
“Air is essential yet often overlooked. With this campaign, we wanted to make the invisible visible - to show how Daikin is constantly working to improve the air we live in. It’s a celebration of climate comfort, health, and sustainability, and a reflection of our commitment to innovation that truly matters.”
- Erwin De Roos, EMEA Marketing Manager, Daikin Europe
