Bissell Launches Brand Campaign

       

       

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.

The 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 cleanup will be simple,” according to a statement from Bissell.

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.