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Industry News

Published on August 13th, 2018 | by The GC Team

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Tefal campaign aimed at growing Garment Steamer sector

Groupe SEB brand Tefal has turned its attention to developing the market for Garment Steamers, which it believes to be a new growth sector in the garment care category.

The SDA brand is using an attention-grabbing angle to engage its target audience, in the form of animated characters depicting why Garment Steamers are important to modern-day society.

The 6-week campaign is intended to “totally energise” the market, delivering a clear message in above-the-line and below-the-line channels to educate consumers on the many uses and versatility of Garment Steamers, which is key to driving sales and market growth.

Groupe SEB Marketing Manager Caroline Ross explained the rationale behind the campaign: “With the growing trend for non-iron textiles and more casual attire comes a new generation of ‘iron avoiders’ who would rather go out wearing creased clothing than buy an iron.

“We’re going to help consumers discover (and remember) that Tefal Garment Steamers are just what they need. Our campaign educates consumers on the many uses and versatility of our products, in a way that’s got cut-through and [is] memorable.”

Ross added that this new range of garment care solutions is developed to provide a just-in-time steaming solution for every type of user, from non-ironers and the inexperienced through to demanding carers looking for an efficient way to smooth garments. These products also sanitise as they steam, leaving clothes bacteria-free.

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