Groupe SEB is a consortium of European appliance brands including Krups, Moulinex and TEFAL – the line of non-stick cookware endorsed by Jamie Oliver. The French conglomerate has briefed Slice to position Rowenta as the premium supplier of small appliances in the UK.
Slice will be enlisting celebrity support in the form of stylist and costumer David Hawkins, who worked with Kate Moss on her Rimmel make-up campaign and has styled musicians Sophie Ellis Bextor and Tom Jones.
Hawkins will help Slice raise the profile of the German appliance brand through fashion partnerships and experiential activity. The agency also plans to work with high-street fashion houses and designers to promote Rowenta’s products, which include irons, espresso machines and juicers.
Slice will also promote the development of new products when the brand relaunches in 2008. The agency will also act as Rowenta’s press office for the next two years. Slice director Miranda Mitchell will lead the account, reporting to Rowenta customer marketing manager Steve Lowe.
Slice recently launched new men’s grooming brand Bulldog (PRWeek, 14 July), and will support its sponsorship of the London Wasps’ 2007-2008 rugby season.