This is a great invention i think... The Russell Hobbs Thermocolour Iron shows how it intelligently changes colour when it's at the right temperature to iron different types of fabrics safely.
Reading more into the research behind the product and research for the new tv ad i found that 'At the outset they conducted a series of research that exposed a lack of consumer understanding about the product/consumer benefit as there had been little marketing activity at launch. To iron out the creases in our consumers' minds, it was clear the proposition behind the product was strong but the consumer benefit needed to be explained. A large pile of concepts were then put into research and the 'Blindfold' idea really struck a chord with the ironing fraternity.'
The tv ad 'blindfold' idea shows the following... 'The blindfolded woman who is identifying a variety of fabrics on a table by touch. She correctly identifies the different items of clothing by fabric, removes her blindfold then irons the different items using the Thermocolour iron's correct settings. This shows that even if you know the different fabrics of your clothes inside out, with the Thermocolour Iron you can see when it's ready to iron the correct fabric immediately.'
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