GENERAL Australia has launched a new national brand campaign designed to support its transition from Fujitsu General Australia, reinforcing continuity for customers while introducing the next chapter of the business.

Rolling out from April 2026, the integrated campaign keeps the elements Australians already know and trust, including long-term ambassador Mark Taylor and the iconic ‘Australia’s Favourite Air®’ slogan, while introducing GENERAL Australia as the new name behind the brand.

The campaign is central to the first phase of the transition, helping consumers connect the well-known Fujitsu General brand with GENERAL, and reinforcing that it is the same team, same quality, and same customer care Australians have relied on for more than 50 years.

At the core of the creative is a simple message: while the name has changed, everything else has not. This is reflected in campaign assets including radio, where Mark Taylor’s voice delivers the transition message directly to Australians:

“You’ve known us as Fujitsu…we’re now General. We’ve changed our name but not who we are…You can expect the same trusted quality and service that has made us Australia's Favourite Air…So, there you have it, other than our name, nothing’s changed, not even me…except now I’m the GENERAL guy.​ Come home to comfort. Just Get a GENERAL. It’s Australia's Favourite Air.”

The campaign will run across TV, cinema, digital, online video, out-of-home (OOH) and in-store channels.

Zdenka Micallef, head of marketing and communications, GENERAL Australia and New Zealand, said, “This campaign is designed to remove confusion in-market and reinforce trust at a critical decision-making moment for consumers. Air conditioning is a considered purchase, and many Australians tell us they feel unsure about which brand to choose.

“This campaign makes it clear that GENERAL Australia is the brand they already know and trust. It’s the same people, the same quality, and the same commitment to delivering reliable, energy-efficient comfort.”

The continued use of Mark Taylor, who has partnered with the brand since 1998, plays a key role in reinforcing familiarity and trust through the transition.

Zdenka Micallef said, “Mark has been part of Australian households for decades, just like our brand. His long-standing relationship with us helps signal continuity and credibility at a time when we’re transitioning to a new name to the market.”

The campaign also builds on strong brand credentials, with GENERAL Australia recognised as one of  Reader’s Digest Most Trusted Air Conditioning Brands and recently awarded ProductReview.com.au’s Top Rated Appliance Brand for the fourth year in a row.

Alongside broad awareness activity, the campaign is designed to influence key decision touchpoints, including online research, installer recommendations, and in-store experiences, where Australians ultimately choose their system.

The creative platform will extend across brand and promotional executions, maintaining a consistent brand message while supporting retail activity throughout the year.

GENERAL Australia began operating under its new name in January 2026 following its acquisition by Paloma Rheem Holdings Co. Ltd. in 2025, marking a new phase of growth while maintaining its long-standing presence in the Australian market.

Zdenka Micallef said, “This campaign is about building confidence in that transition. We’re proud of what the Fujitsu brand represents in Australia, and this campaign ensures we bring that trust with us as we move forward as GENERAL.

“Ultimately, we want Australians to feel confident that when they choose GENERAL Australia, they’re choosing a brand known for quality, reliability, and customer care.”

by Fujitsu General Australia | Apr 13, 2026