BISSELL is Now “Home to a Deeper Clean,” Encourages Consumers
to Embrace Life’s Messier Moments
Posted on March 3, 2013
New Television Advertising Campaign Highlights Legacy of Family Ownership
CHICAGO, March 3, 2013 – At the International Home & Housewares Show this week, BISSELL Homecare Inc., announces its continued commitment to innovation in floor care by encouraging consumers to let life in, create messy moments and memories, and not worry about the spots and stains left behind because they will help you clean it up. The tagline, “Home to a Deeper Clean,” takes BISSELL’s reputation for providing uncomplicated cleaning products to the next level by emphasizing the benefits beyond surface cleaning that come with having a clean home. The company has always centered on its mission to deliver innovative floor care solutions that simplify consumers’ lives, and BISSELL is advancing that mission by connecting it more closely to modern consumers’ needs.
“Life is full of celebrations, and we would like our customers to enjoy every one of them knowing that a deep clean in between joyous moments can be simple with easy-to-use cleaning products” said Mark Bissell, Chairman and CEO of BISSELL. “Our products are just that, and deliver a multi-dimensional clean – the pleasant sensorial experience of walking on a freshly cleaned floor, the feeling of accomplishment that accompanies a clean home, and the empowerment that comes with knowing you have all the tools you need to tackle unexpected messes.”
Four Generations of Floor Care
BISSELL’s dedication to modernizing household cleaning practices dates back to 1876, when Anna and Melville Bissell patented the original BISSELL carpet sweeper. Now in its fourth generation of family leadership, the company remains devoted to pioneering new solutions to suit varied lifestyles. BISSELL knows that household dynamics and cleaning needs have changed dramatically in recent decades, and its new products are solutions to the reality of what’s happening in its customers’ homes.
"Helping our consumers experience a deeper clean has always been at the core of BISSELL’s brand," said Bissell. "We think our new focus solidifies that in a way that will benefit associates, retailers and customers alike. It reminds all of us that it’s okay to wear shoes in the house or enjoy an ice cream cone in the living room if we can make clean-up as effortless as possible."
Fresh Advertising Campaign
This week BISSELL will launch a television advertising campaign that marks the first time the company has highlighted its legacy of family ownership. The new ad series features testimonials from Cathy Bissell, Director of Corporate Affairs for BISSELL, founder of the BISSELL Pet Foundation, and wife of CEO Mark Bissell.
A primary goal of the campaign is to demonstrate that BISSELL understands and respects the role of women as the heartbeat of the home. BISSELL’s campaign takes a practical, woman-to-woman approach using realistic situations with kids and pets, including Cathy’s black labs KC and Roxy, to demonstrate that it’s easy to let life in when you’re at ease because the clean-up will be simple.
Launching March 4, the spring ads focus on four of BISSELL’s upright and portable deep cleaning machines, including the new DeepClean Premier™ and SpotClean as well as the Lift-Off® Deep Cleaner and SpotBot® Pet. The spots will air in 15- and 30-second variations.
The television spots were directed by Pam Thomas of Community Films. The campaign was created by Cramer-Krasselt, BISSELL’s advertising agency of record.
About BISSELL Homecare, Inc.
For 137 years and counting, Michigan-based BISSELL Homecare, Inc. has developed innovative floor care solutions that make cleaning easier. As the top-selling brand in floor care appliances, BISSELL understands that fuller lives often mean more messes, and that convenient cleaning tools help us embrace life’s messier moments. Now in its fourth generation of family leadership, the company supplies households across the globe with vacuums, sweepers, deep-cleaning machines, hard surface cleaners and cleaning formulas. For more on BISSELL’s complete line of floor care products, visit www.bissell.com.