Bissell Launches Brand Campaign
March 7, 2013,
CHICAGO-Bissell has debuted a new brand television advertising campaign, called "Home to a Deeper Clean."
The campaign focuses on emphasizing the benefits beyond surface cleaning that come with having a clean home. Cathy Bissell, Bissell's director of corporate affairs and wife of Chairman and CEO Mark Bissell, is the spokeswoman. The ads being aired in spring also focus on four of Bissell's upright and portable deep-clean machines: the new DeepClean Premier,the new SpotClean, the Lift-Off Deep Cleaner and the SpotBot Pet. The spots include both 15- and 30-second variations.
A Bissell spokeswoman at the International Home + Housewares Show here said the approach is in contrast with several of Bissell's competitors, whose advertising speaks more to the technology behind their products.
The campaign was created by Cramer-Krasselt, Bissell's advertising agency of record. The spots were directed by Pam Thomas of Community Films.
Other Articles By Author
Patti Carpenter Talks Color and its Importance in the Home
HFN's DIGITAL EDITION
COVER STORY: Sharpening the Focus on Millennials
Find out what makes Millennials tick when it comes to home decorating, shopping and at-home entertaining with HFN's annual consumer study. Turns out, Millennials favor the in-store shopping experience.
ALSO IN THIS ISSUE:
- Power of the People - Crowdfunding campaigns provide needed capital, feedback for home and housewares product launches.
- Omnichannel Retailing: Visual Search Takes Off - Learn how voice and visual search are revolutionizing product discovery.