NEW YORK: Upscale appliance maker Krups has selected Nike Communications to create a PR campaign that will increase awareness of all Krups products, and also broaden the market for its coffeemakers.
Krups plans a seven-figure integrated campaign in the US. PR will be the major part of the effort, said Jean-Paul Ciquier, SVP of marketing.
"We believe word of mouth is an extremely effective way to communicate in the housewares industry, especially when you're dealing with the high-end market, as Krups is," said Ciquier.
Krups hasn't worked with a PR agency in two years. Ciquier joined the company last year, and decided "it was important for us to reinvigorate the brand with PR," he said.
Nike will put three people on the account, said Nina Kaminer, president.
"We want to take their competency in coffee products to the target consumer, and build on that in other areas," she said. "There's a quality message we want to communicate."
Krups makes toasters, toaster ovens, sandwich makers, waffle irons, blenders, mixers, and can openers, as well as coffeemakers.