Tefal teams up with Men In Black

Tefal is working with Sony in a partnership with the new Men In Black film entitled ‘Men In Black: International’ to create awareness and drive sales of its new IXEO linen care product.

IXEO is described as ‘the first all-in-one ironing and steaming solution that is a totally new way of taking care of your garments’. It has a Smart Board with three integrated positions, an intelligent steam head suitable for all fabrics, turbo steam technology, a removable base and built-in wheels for ease of transport.

Running from mid-June throughout July, Tefal will be deploying a digital media campaign which will include Facebook and YouTube. There will also be social media activity with a Facebook carousel and a cinema ticket giveaway competition.

The campaign will be underpinned with a comprehensive range of specially designed ‘Men In Black: International’ themed in-store point of sale material.

Andre Silva, marketing manager of Groupe SEB, said: “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.”

He continued: “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 film are the same as purchasers of IXEO; hence this partnership.”

For sales enquiries and sales support material contact Tefal on 01753 834900 or visit www.tefal.co.uk

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