The success of an innovative cordless iron by Morphy Richards is the catalyst for a huge multi-channel consumer media campaign, launched in July and running through to October.
The easyCharge 360, which made its market debut in August 2019, was the first cordless iron on the market to offer 360-degree docking – allowing easy docking in any direction. Having beaten all sales projections, it has become Morphy Richards’ best-selling iron this year.
The model uses Strix technology, which is more commonly used on cordless kettles. Its 2400-watt base enables the appliance to re-heat in less than 25 seconds and maintain maximum temperature and steam output.
Morphy’s multi-channel consumer media campaign comprises TV, print and digital and social media, including high profile slots on ITV’s Good Morning Britain, Channel 5, Sky 1, Sky Atlantic and More4. The campaign will initially focus on the easyCharge 360, with other key Morphy products being promoted later in the year.
Rebecca Allen, marketing manager at Morphy Richards said: “This product has been a resounding success and has been well received across the board. Consumers have really recognised the benefits of the 360 docking and short reheat times. Our recent research has shown that consumers are looking for a brand they can rely on that delivers outstanding results and the technology we have applied to this product helps us achieve that.”
She added: “The media campaign is a significant investment for us and demonstrates our commitment to the category and our faith in this product.”
Top: The innovative easyCharge 360 from Morphy Richards.