Kärcher is pleased to announce that it has appointed leading advertising and PR agencies, Hurrell Moseley Dawson and Grimmer (HMDG) and Shine Communications, to support its 25th Anniversary campaign of the invention of the domestic pressure washer. HMDG and Shine will be delivering an integrated advertising and PR programme to ensure maximum consumer awareness of the Kärcher brand and product offering during key sales periods throughout 2009.
Throughout 2009, Kärcher will be working with its agencies to establish the brand as a household name in the UK. “This year presents an exciting challenge for Kärcher. Through our media investment and new agency partnerships, we are aiming to support key retail customers whilst establishing Kärcher as the only serious brand in the pressure washer market,” Mark Penrose, Sales Director: Residential, Kärcher.
Kärcher celebrates 25 years of pressure washers by creating the Anniversary package, a celebratory offer that includes a 3 Series Pressure Washer and essential accessories for a RRP of £200, a saving of £100 for consumers. This offer will be running in DIY, mass merchandise and high street stores. It will be supported by a six figure budget that will be spent on advertising and PR across the UK in TV, print and online media. Key focus points will be Easter week and the May bank holidays to put Kärcher at the forefront of consumers’ minds during these key retail periods.
“In other European countries, Kärcher has entered the language as the definition of the high pressure water cleaning category. We will apply that same pressure in the UK.” Nick Hurrell, Partner HMDG.
“We are looking forward to raising brand awareness and educating the UK market of the Kärcher offering as there is a real opportunity to change consumer habits to grow market share,” commented Lawrence Collis, Associate Director, Shine Communications.