Tefal is working with SONY in a partnership with the new Men in Black film (MIB International) to create awareness and drive sales of its new concept IXEO linen care product.
In addition to MIB International themed in-store windows and point of sale merchandising, Tefal is currently running a multi-level digital media campaign, including Facebook and YouTube. Activities include a Facebook carousel and a cinema ticket giveaway competition (inviting consumers to share and ‘tag a friend you’d love to see the new MIB International film with’).
IXEO is the first all-in-one Ironing & Steaming solution – a revolutionary ‘new way of taking care of your garments,’ according to Tefal. The linen care product has a Smart Board with three integrated positions, an intelligent steam head suitable for all fabrics, turbo steam technology, a removable base and is easy to transport due to in-built wheels.
Andre Silva, marketing manager for Groupe SEB commented: “The Tefal IXEO will create a new category in linen care. It is specifically targeting a new and emerging market of 23-49 year olds who have a high spending power, tend to be city dwellers and are last minute ironers. They also consider it a social requirement to look pristine”.
Andre explained the MIB partnership: “This is exactly what the iconic Men in Black films are all about – looking good in difficult situations. We believe that target market viewers of the new MIB International film are the same as purchasers of IXEO.”
Top: One of Tefal’s MIB International window displays.
