Following the phenomenal success of its innovative easyCharge 360 cordless iron, Morphy Richards is increasing its investment in above the line (ATL) marketing activity to further boost sales.
The easyCharge 360, which launched in 2019, was the first cordless iron on the market to offer 360-degree docking and quickly became Morphy Richards’ best selling iron.
A multi-channel consumer media campaign in late 2020 further boosted sales, making Morphy Richards the number one cordless iron brand in the UK and the only brand to grow sales across all channels, online and instore, achieving market share of 42% in the year to January 2021.
While the cordless iron sector was previously in decline, sales of the easyCharge 360 have also made a significant contribution to turning that around, with cordless market growing from £3.2m in 2019 to £4.7m in 2020.
Now Morphy Richards has announced a further ATL investment, increased by 27% on the 2020 spend, which will see the easyCharge 360 feature in a month-long TV campaign, starting next week (April 21st), across all the major UK channels. The airtime profile has also been enhanced to reach key target audiences, so the schedule includes ITV breakfast programming, key slots across Sky channels including Sky 1, Sky Atlantic and Sky Cinema, as well as Channel 4 and a variety of children’s TV channels.
This will be supported with print advertising in national newspapers and magazines, including Radio Times, The Sun, Daily Express and Good Housekeeping and significant digital and social media advertising and retargeting.
Charlie Stafford, marketing manager at Morphy Richards, said: “This product really did take the market by storm and has received an amazing response from consumers. The growth in market share and value has been extremely strong across all sales channels and provided a shot in the arm to the cordless category, so we were determined to continue to invest in the category with marketing activity and new product development.
“We are also very keen to support retailers in every way we can after a very difficult year and we expect the ATL activity to further feed demand and drive sales.”
The easyCharge 360 uses Strix technology – more commonly used on cordless kettles – and its powerful 2400-watt base enables the appliance to re-heat in less than 25 seconds and maintain maximum temperature and steam output.
The temperature-controlled steam function means that when the user changes the temperature of the iron, the steam rate automatically adjusts to give maximum steam output. Other key features include 30g/min of continuous steam, a powerful 130g steam boost to help with the removal of stubborn creases, a self-clean function, automatic shut off and the ability to use the iron vertically on hanging garments.