"Clean Freaks Rejoice!(TM)" Campaign to Launch the New Hoover Platinum Collection(TM) is Set to Debut at the Oscars(R)
GLENWILLOW, Ohio, Feb. 20 /PRNewswire/ -- Iconic floor care brand Hoover(R) is breaking through the "clutter" of the cleaning appliance category to connect with consumers in a fresh way as it prepares to unveil its first major advertising campaign in many years during The Academy Awards(R) -- one of the biggest nights in the American media world.
In a series of print ads and television spots for the new Hoover Platinum Collection(TM) by agency partner The Martin Agency, the brand is changing the dialogue with consumers. Instead of focusing on functionality and features, the Hoover brand will connect emotionally with people who prioritize a deeply clean home. The 'Clean Freaks Rejoice!(TM)' campaign is a celebration for "clean freaks" who finally have a vacuum that achieves the ultimate standard of clean.
The Hoover brand has been an innovator since its inception in 1908 and quickly established leadership in the marketplace through a combination of product superiority and customer service. Having celebrated its 100th anniversary in 2008, the Hoover brand is now poised to reintroduce the brand with a new product collection and the "Clean Freaks Rejoice! (TM)" campaign.
"The 'Clean Freaks Rejoice! (TM)' campaign celebrates those who find joy in cleaning," says Martin Agency's Creative Director, Danny Robinson. "We chose humor to illustrate how far a true clean freak will go in the pursuit of order so that we could create an emotional connection to Hoover's functional benefits. Each vacuum is the best in its class which makes the Platinum Collection clean freak-worthy. And if they're good enough for a clean freak, they're good enough for anyone."
Carolyn Resar, Vice President of Marketing for TTI Floor Care, says, "it was clear to us there was an opportunity to recognize and celebrate the attitudes many people have about cleaning and caring for their homes, and to associate the Hoover brand's superior cleaning benefits with the things they really care about in home care. The result is a campaign where we show that the Hoover brand understands consumers' cleaning needs, in a fun way that will make them see the brand in a new, contemporary light."
The campaign will debut on February 22nd during the Oscars telecast with a thirty second spot titled "Soul Mate," featuring the entire Hoover Platinum Collection(TM). The Oscars integration will be a multi-touch point campaign, including pre and post-show broadcast, print and digital extensions.
Three additional product specific spots will begin airing in rotation after the Oscars and will be supported by custom broadcast and digital programs on networks such as Bravo, USA and HGTV.
About Hoover
Hoover is part of TTI Floor Care North America, headquartered in Glenwillow, OH. As a leader in the floor care industry, Hoover manufactures quality, high-performance vacuum cleaners for home and commercial settings. Since 1908, consumers and businesses have trusted Hoover to provide reliable, innovative cleaning solutions. Hoover offers a comprehensive line of products for general and special-purpose vacuuming, including full-size uprights and canisters, deep cleaners and hard floor cleaners.
About TTI Floor Care North America
TTI Floor Care North America was established in February of 2007. Home to two iconic consumer brands, Hoover and Dirt Devil, TTI Floor Care North America is dedicated to becoming a leader in every floor care category. As a subsidiary of Techtronic Industries Co. Ltd. (TTI), TTI Floor Care North America brands are part of a powerful portfolio that includes trusted home improvement and construction tools.
About Techtronic Industries Co. Ltd.
Founded in 1985 and listed on the Stock Exchange of Hong Kong Limited in 1990, TTI employs approximately 23,000 people worldwide. TTI's portfolio of global brands includes, among others, Milwaukee(R), AEG(R), Ryobi(R), Hoover(R), Homelite(R), Royal(R), Dirt Devil(R) and Regina(R). TTI is one of the constituent stocks on the Hang Seng HK MidCap Index under the Hang Seng Composite Index, the MSCI Hong Kong Index, the FTSE All-World Hong Kong Index, the FTSE/Hang Seng Asian Cyclical Index and the Dow Jones Hong Kong Titans 30. For more information, please visit www.ttigroup.com.
About The Martin Agency
Headquartered in Richmond, VA, The Martin Agency is a full-service agency offering unified advertising, media, direct response, interactive, data analytics and branded content. In addition to Hoover, clients include Alltel, BFGoodrich, Discover Financial, FreeCreditReport.com, GEICO, Hanes, NASCAR, PING, Seiko, The American Cancer Society, The Alliance for Climate Protection, UPS, Wal-Mart and ESPN's X Games.
