BISSELL'S New 'Neatnik Biker' Ad Campaign on GMTV
9/20/2002
| Posted In: Advertising, Deep Cleaning
Deep cleaning brand BISSELL is on GMTV this autumn (16 Sept - 25 October) with its new 'neatnik biker' ad campaign majoring on its latest floorcare innovation - BISSELL with Scotchgard™ Protector Wash & Protect.
The six week campaign features an ad created by Detroit agency Campbell-Ewald.
The ad centres on a hard-looking but soft hearted American biker and his gang 'revving it up' at his 'club' - riding and cleaning their machines, drinking and spilling smoothies, watching ballet on TV. BISSELL's new ProHeat Pro-Tech(tm) deep cleaner complete with 'speedometer' is just the thing for the 'neatnik' to get carpets clean, protect from spills and stains with Scotchgard protector, and leave it smelling fresh, all at the same time.
BISSELL's Commercial Director, Charles Gordon says; "This is a particularly significant year for the brand and we've developed a different approach for floorcare advertising through our 'biker BISSELL fan'. The ad's been a big hit in the US. With this campaign we're building even greater awareness of deep cleaning, especially amongst a younger consumer audience.
"The biker image is a strong one and will make a big impact, achieving 22 million household impressions. It supports our press advertising campaign and extensive PR work promoting the benefits of deep cleaning, new pos, independent retailer and cleaning formulae distribution drives, plus our greater presence at trade and consumer shows. Our marketing investment this year totals £2.2 million.
"We'll be repeating the campaign during January and February 2003. It's great support for electrical retailers enabling them to get fully behind the opportunities deep cleaning presents as a 'new wave' category."
'BISSELL - the only way to Wash & Protect your carpets'
BISSELL with Scotchgard(tm) protector Wash & Protect - this initiative is a joint product and marketing alliance with 3M. It is a totally new floorcare concept that simultaneously washes and protects, thus, maximising soil and stain protection. Encompassing patented technology, levels of cleaning and protection for carpets and upholstery are achieved not thought possible before. It's especially ideal for families with young children and pets.
BISSELL - is a well-established brand in floorcare, renowned for its innovative deep cleaning appliances and formulae. As the inventor of the world's first carpet sweeper, BISSELL's heritage spans over 125 years.
BISSELL has been operating for 110 years in the UK. Its UK arm is based in Higham's Park, London.
The US parent company is located in Grand Rapids, Michigan, where the business originated. BISSELL is still a privately owned, family run enterprise (now in its fourth generation). Mark Bissell is its president and CEO.
Issued on behalf of BISSELL Homecare, 11 Jubilee Avenue, Higham's Park, London E4 9JD
Scotchgard is a trademark of 3M.