Press release

New campaign will change attitudes to sewing machines and sewing by machine

Sewing machine manufacturer Viking Sewing Machines has launched a major campaign that aims to change attitudes to sewing and sewing machines.

The opening shot of the campaign is being fired today, Monday, in Stockholm. Large poster sites – in the subway and at bus stops, - plus roadside billboards will feature young creative people; the campaign also includes a special web site, printed materials etc.

One poster shows a young man with a tattoo on his chest. He has also embroidered the same tattoo on his favourite pants using the latest computerised sewing machine.

From a global perspective, the sewing machine market is weakening slightly and research indicates that many people see sewing machines as something you only use for making curtains and to take up pants with.

By emphasising creativity and individual imagination, and by using younger advertising language, Viking Sewing Machines, one of the world’s leading sewing machine manufacturers, is hoping to reach an audience that either does not sew today, or who are not aware of what you can do with modern computerised sewing machines.

“This is on of our biggest investments in the history of the company. If the campaign is successful, we may export it to other parts of the country and abroad,” says Stefan Sandberg, marketing director for Viking Sewing Machines’ Swedish operations.

The ad campaign has been developed together with advertising agency and web company Edison in Stockholm and will run for four weeks.