An iconic Australian surfing brand has staked a company first as it moves to forge a new future.
Australian surfing brand Piping Hot, established in 1975, has recruited Australian actress and Logie nominee Rhiannon Fish to act as the swimwear ambassador for its SS13 range in a first-time move for the brand.
Taking the ambassador route for the collection is a new development from Piping Hot which, up until now, has not used celebrity endorsement.
Piping Hot has confirmed that the move is also consistent with an extensive marketing push that kicked-off this year to reinvigorate the household name.
The deal will see Fish engage in a range of initiatives to endorse the Piping Hot brand, with a heavy focus on social media, in addition to promotional appearances in Target stores and publicising the collection through traditional media avenues such as photo-shoots and interviews.
Commenting on the tie-up, Piping Hot general manager Danielle Lowe said Fish was the perfect fit to embody the evolution of the Piping Hot brand.
“This summer we wanted to embrace ladies swimwear, and reposition Piping Hot in the minds of the Target consumer. The range is fun, playful and sexy and we wanted someone who embodied these qualities - approaching Rhiannon to represent the range was a no brainer,” she said.
The Piping Hot SS13 swimwear line features a range of styles, including full coverage bottoms and tops measured by standard sizing and by cup sizing (ranging from A-D). The collection also represents the Piping Hot ‘neon heritage’ trend, featuring neon hits of colour and vibrant, contrasting yardage.
The Piping Hot swimwear SS13 collection is available through Target and Target Country Stores nationwide as well as the Target Online store, with price points between $30 and $50.