SOURCE: Hoover

Hoover

May 25, 2010 07:02 ET

America's Cleaning Icon Launches Integrated Marketing Campaign

Hoover® Targets Home Owners With New Products, Messages and Communication Vehicles

GLENWILLOW, OH--(Marketwire - May 25, 2010) -  Just in time for spring cleaning season, Hoover®, an industry leader in the cleaning category for more than 100 years, is launching its largest and most integrated marketing campaign to date. Keeping The Standard For Clean Set On HIGH™, Hoover® will use the campaign to support the introduction of several new products.

Hoover® is the most recognized name in floorcare with vast distribution in major retail locations. Innovative technology and sleek designs tailored to consumer needs are fueling recent growth with the new campaign poised to provide an even bigger lift. Hoover® is focusing marketing support on some of its most innovative products. For example, Hoover® offers the only cordless stick vacuum with Lithium-Ion technology for fade-free battery power. And, the new line of Hoover® WindTunnel® T-Series™ vacuums provides a lightweight, sleek design at the lower price point families want.

"The way people clean has changed and Hoover is on top of it with new products that feature technology that really works," said vice president of marketing, Brian Kirkendall. "We are proud to support these great products with a straightforward and relatable marketing campaign reaching people where they live in a variety of ways. It's all about helping families clean their homes quickly, so they can get back to what's important."

The new campaign shows that Hoover continues striving to provide homeowners with products for today's cleaning routines, which today might mean a bit of spot cleaning while dinner is in the oven or the clothes are in the dryer or a quick blitz to get a couple rooms tidy. There's no longer time for a dedicated day of cleaning in most homes. Leading the charge with Kirkendall, who took the reins in August 2009, and has pulled together a new internal team at Hoover, are a roster of marketing agencies, including Tattoo Projects for creative, Empower MediaMarketing for traditional and digital media planning and buying, Hawthorne Direct for direct response advertising, and Current for public relations.

The new integrated campaign will be supported by the following tactics:

  • National Television Advertising: The new 30-second creative television advertising takes a humorous approach to what it means to have a truly clean home. For example, a spot with busy women confessing their cleaning transgressions (solved by the Hoover® Platinum Collection™ LiNX™ Stick Vac) premiered on various cable networks as well as during NBC's "Days of Our Lives" on April 19. Two additional spots that showcase the angst of seeing dog hair on friends' behinds as they stand up from the couch (solved by the Hoover® WindTunnel T-Series™ WindTunnel Pet™ Bagless Upright) and a mother's horror at her baby on a dirty carpet (solved by the Hoover® WindTunnel T-Series™ WindTunnel Rewind™ Bagless Upright) will premiere in mid-May. The spots convey the pragmatic tone of the brand that harkens back to Hoover® advertising from earlier in the century -- keeping the well-known jingle, "Nobody Does It Like You" -- introduced originally in 1993.
  • Cause Marketing: Coinciding with the new television advertising campaign, Hoover recently announced a multi-year partnership with Cleaning For A Reason -- the national organization devoted to providing clean homes for women undergoing cancer treatment. Cancer therapy is tough on the patient and the family, and Hoover is happy to do one small thing to help women undergoing treatment. Hoover is providing funding and equipment to facilitate maid service recruitment and support Cleaning For A Reason cleaning crews across the country.
  • Social & Digital Media: Hoover continues to engage consumers and support all facets of the new campaign through its Facebook and Twitter platforms. Online community members of the brand can find weekly cleaning tips and Hoover® discounts, as well as information on the Cleaning For A Reason partnership and how they can get involved. In addition to social community activation, Hoover has committed to digital advertising buys across the spectrum -- including home, parenting, and mom-related community websites.
  • Direct Response Television: To support the new Hoover® FloorMate™ Hard Floor Cleaner, which vacuums, washes and dries hard floors with one simple tool, the brand is turning to direct response television (DRTV) to demonstrate key product features, effectiveness, and overall functionality. Long-form (approx. 28-min.) and short-form (both 1:20 and 0:60 seconds) spots will run through December.
  • Public Relations & Earned Media: All efforts of the integrated plan -- including new product introductions, activating social media discussions, supporting the Cleaning For A Reason partnership -- will be supported through traditional and social media relations efforts throughout the duration of the campaign.

For more information on Hoover® vacuums, please visit www.Hoover.com and/or become a fan at www.Facebook.com/Hoover.

About Hoover®:
From the first Hoover® vacuum launched in 1908 to the WindTunnel T-Series™ family of bagless upright vacuums in 2009, the Hoover® brand continues a tradition of innovation through a comprehensive line of floor care products, including lithium-ion battery powered cordless vacuums, full-size, bagged and cyclonic upright and canister vacuums, carpet cleaners, hard-floor cleaners and central vacuum systems. Hoover® appliances and accessories are available at major retailers and independent dealers throughout the United States and Canada. For more information, visit www.Hoover.com.

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