Groupe Seb continues $1 million ad campaign

By Staff Writer

Groupe Seb Australia will continue to support its Tefal brand with the second stage of a $1 million pre-Mother’s Day television advertising campaign commencing today.

The $300,000 three week campaign will promote Tefal Food Steamers for the first time in Australia.
The advertisement, which was filmed in the UK but features Australian imagery including a Hills-Hoist, will run only along the Eastern Seaboard.

“The steamers advertising will build a new category within the small appliance market that does not cannibalise any other appliances. Featuring Weight Watchers involvement, we have obtained great distribution from the many retailers that have supported us,” said Groupe Seb Australia managing director, Wivina Chaneliere.

“The market is ready for these appliances with shows like The Biggest Loser and rising concerns of an overweight population. We have heard that there a few companies that want to launch cheaper steamers and undercut us. We hope retailers understand that to support the category builder is the key to a profitable long-term growth in business,” she said.

Tefal will also be promoting its range of Aquaspeed steam irons in the lead up to Mother’s Day, which feature the unique ability to refill from the rear of the iron.

This $450,000 advertising campaign, which will run until just after Mother’s Day, will be the first time this advertisement has run in every state in Australia. Previously the advertisement, which features a mother refilling her iron without looking by using a vase, was run only on the Eastern Seaboard.

“The Program 8 is selling out very well with the refill from the back feature and the auto adjustment of steam and temperature button,” she said.

“Throughout the campaign we will be using a mixture of 30-second executions as well as 15-second advertisements which offer more frequency,” Chaneliere said.

Tefal has already invested $300,000 in an advertising campaign which ran from mid-March promoting the brand’s non-electrical cookware.

Tefal reported over 15 per cent growth in sales in Australia throughout the 2005 calendar year as well as an improved operating margin.

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