SMEG is an Italian domestic appliances brand, producing beautiful electrics that combine technology and style for consumers who follow design and its evolution. Already a household name in Europe and throughout the world, SMEG introduced its large and small appliances to the discerning U.S. market in 2007.

As Agency of Record for SMEG USA, 5W is tasked with translating SMEG's global agenda to the U.S. market by effectively raising brand awareness of this appliance market distributor's focus on high-end design as well as function. Most frequently recognized in the U.S. for its '50s Retro Style small appliance line, 5W has built upon the notoriety of this unique product portfolio to create momentum for, and interest in purchasing SMEG's large appliances.

Media Placements

Public Relations Hits - Media Relations - SMEG 5W PR


5W has enacted a multi-faceted program to promote SMEG to the U.S. market. Our efforts incorporate:

Media Relations - Positioning the appliances as design must-haves for creating an inspired interior (trend, color and season-based).

Editor Gifting - Strategically offering products to select members of the media who influence consumer purchasing trends and can act as ambassadors for the brand.

Social Media Platform Management - Creating Facebook and Instagram platforms with all content exuding brand-specific voice; ongoing posting of unique content, following and engaging with like-minded accounts, utilizing strategic hash tags and ideating and executing advertising campaigns across both platforms.

Event Participation - Promoting SMEG's involvement at relevant industry, food and design events and aligning the brand with influencers and media (i.e. Taste of T, I Love Italian Food Night sponsorship).

Trade Show Management - Managing all media-specific aspects of SMEG's involvement at industry trade shows, including KBIS, WestEdge, International Home + Housewares Show, Architectural Digest Design Show, etc.

Influencer Engagement - Engaging with influencers whose interests, audiences and expertise and background align with SMEG's design aesthetic and overarching business goals across a variety of platforms.


Since 5W began working with SMEG in July 2015, the brand's overall U.S. consumer and media awareness has grown significantly. Our efforts have resulted in:

  • Over 1.2 billion comprehensive media impressions for SMEG, in outlets including: The Wall Street Journal, The Los Angeles Times, O, The Oprah Magazine, Elle Décor, Domaine, Saveur, The Knot, Boston Home, Haute Living, California Home + Design, Aventura,, Design Milk and many more
  • All coverage secured has met SMEG's goal of not only being highlighted as a high-functioning kitchen appliance, but also as a must-have design piece for the discerning home owner
  • 509 million media impressions secured for SMEG's large appliances, in outlets including:, HGTV Magazine, Men's Journal, The Los Angeles Times, Architectural Digest Home + Design issue, Kitchen + Bath Design News, Yahoo! Homes, Food Republic, Curbed, Kitchen & Bath Business and many more
  • Successful creation of Facebook and Instagram platforms, with more than 665 likes and 3,000 followers, respectively, over the course of six months. Both platforms continue to grow rapidly

Home and Housewares Public Relations - 5W PR Firm - NY, LA and Denver


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