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February 2012


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Germany puts its trust in Leifheit

New communication concept strengthens Leifheit umbrella brand



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The new umbrella brand campaign makes rational product benefits emotionally perceptible. It demonstrates where, when and why people use the clever household ideas and how Leifheit makes their life easier. The heart of the advertising focuses on TV spots, PR and online measures presenting typical Leifheit users. These  include prominent personalities such as star chef Christian Henze as well as everyday people readily professing how they rely on the products and quality of Leifheit.


At least every second household uses a Leifheit brand product. Be it for drying laundry, ironing, cleaning, or in the kitchen – these practical aids are to be found in over 25 million German households. This message is being taken up and pursued under the new umbrella brand campaign from 2012. Under the maxim: ‘I trust in Leifheit’, German consumers are backing the popular brand and its high-quality products for ‘fresh laundry’, ‘clean homes’ and ‘clever kitchens’.


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The new campaign was preceded by a far-reaching consumer survey commissioned by the company last year, which once again confirmed that Leifheit is one of the strongest household product brands. Supported brand awareness stands at 88 percent, while the figures for satisfaction and relevance when purchasing are even higher: 91 percent of consumers are satisfied and 92 percent specifically look to purchase the Leifheit brand. Little wonder then that a Leifheit product is sold every 1.5 seconds somewhere in the world. Product quality is also confirmed by the plethora of prizes and awards that various prominent institutes have bestowed on the company in recent years, including those such as the Stiftung Warentest, Plus X Award, IF Award and Reddot Design Award.



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