Miele (Canada) Limited

Miele (Canada) Limited

September 30, 2010 07:00 ET

Miele Presents "Proper" Vacuuming as One Way to Fight Bedbug Infestation

Premium Appliance Brand's HEPA Filtration Vacuum Systems Trap Pests to Help Curb Growing Problem

TORONTO, ONTARIO--(Marketwire - Sept. 30, 2010) - With the current bedbug infestation an increasing concern throughout North American urban centres, Miele (Canada) Limited is aggressively promoting "proper" vacuuming as a solution against the problem. A tongue-in-cheek marketing campaign declaring the premium German appliance brand as the "unofficial vacuum of the 2010 Toronto Bedbug Summit" was unveiled yesterday to coincide with the gathering of health and pest control experts at Queen's Park.

Proper vacuuming is having a high-quality vacuum that will suck up dirt, dust, allergens, and in this case, bedbugs, and ensuring they stayed trapped for good within a quality dustbag. Miele vacuums feature a 12-stage state-of-the-art HEPA filtration system (including a genuine Miele FilterBag) that traps 99.9% of dust, dirt and allergen particles of at least 0.3 microns in diameter. 

"We purposefully chose a humourous tone to raise awareness of what we know is a serious problem," says Jan Heck, President of Miele (Canada) Limited. "The approach is a way to break through to consumers, but our message is clear: With experts close to declaring bedbug infestation a pandemic, Miele vacuums are one of the best solutions for homeowners."

The campaign features more than 1,200 street-level posters with an optical illusion of a moving pattern of bedbugs plastered throughout the downtown core. A street team was also on hand at Queen's Park distributing magnifying glasses to help summit-goers see bedbugs up close. Print ads are scheduled for national daily newspapers.

Bedbugs have become difficult to control due to pesticide bans; and measuring approximately half a centimetre, they are hard to find. Experts advise using a bagged vacuum to clean not only mattresses and carpets, but the entire room, including closets and drawers, behind picture frames, under wallpaper and inside clocks and electronics, as the insects can be found anywhere. Once vacuuming is complete, they advise disposing of the vacuum bag right away.

An essential part of Miele's filtration system is the 4.5 litre Miele AirClean FliterBag, with its nine layers of fleece material. Unlike bagless vacuums, which release dust and allergens into the air when emptied, the Miele vacuum system ensures that dirt, dust and allergens are trapped during vacuuming and sealed in the bag for easy disposal.

About Miele

As the world's largest family-owned and operated appliance company, Miele is immovably committed to the highest quality, performance and environmental standards. Founded in 1899 on a promise of "Immer Besser", a German phrase meaning "Forever Better", Miele has continued to distinguish itself with its sleek design, superior engineering and unparalleled service. With a wide range of domestic products from built-in ovens, steam ovens, coffee systems, cooktops (gas, electric and induction), ventilation systems, dishwashers, laundry products, vacuum cleaners and the latest innovation, Miele MasterCool refrigeration, Miele can ensure all of your needs are met. In addition, Miele offers solutions for commercial and industrial needs through the Miele Professional division. 

In September 2008, Miele Ltd. (Canada) introduced Miele Forever Care, the most comprehensive customer service business model which enables Canadian consumers to interact directly with Miele at all times, from point-of-purchase, to delivery and installation of the appliances, to technical service. Consumers wishing to learn more about Miele and Miele Forever Care can contact the Miele contact centre at 1-800-565-6435, visit one of the Miele Galleries in Toronto, Vancouver, Montreal and Calgary or visit www.miele.ca.

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