Brabantia launches new £1.5m press campaign

A new consumer press advertising campaign promoting a range of Brabantia products will break next month.

Brabantia launches new £1.5m press campaign

With a media value of around £1.5m, the mix of double-page spread and single-page ads will first appear on March 25, and run in a range of home and general women’s interest magazines.

The target audience is women aged 25 to 44 with an above-average interest in interior decoration and household products.

The new campaign takes a humorous tilt at the usefulness of men in the kitchen, and features four creative treatments with good-looking men helping with the laundry, using the kitchen bin, sorting out some kitchen gadgets and filling up storage canisters. In each, the text reads: What’s the use of beautiful if it isn’t useful?

The advertising will feature Brabantia products including the WallFix clothes dryer, kitchen waste bins, Kitchen Today wall rail system and window lid canisters.

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