Hoover Launches New Advertising Campaign
May 12, 2004
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Hoover, the floor care division of Maytag Corporation, has launched a new ad campaign on U.S. network and cable TV with spots for the new Hoover(R) EmPower(TM) bagless, upright vacuum cleaner. According to Hoover, the campaign shows how its vacuum products help busy women clean faster and more easily.

"We want to help women get the job done right the first time so they can move on to more important things in life -- like playing, relaxing, or spending time with family and friends," said Annette Bravard, Hoover vice president of Marketing.

Conceived in conjunction with the company's new advertising agency -- Element 79 Partners of Chicago, IL, U.S. -- the campaign for the Hoover EmPower upright and future products will focus on the benefits provided by Hoover appliances.

Hoover says that, for example, its EmPower was developed in response to consumers' pleas for quieter, lighter-weight, more versatile floor care products. The upright features two new buttons -- the Hush(TM) mode, which is said to decrease the sound level of the machine and lets the consumer vacuum whenever and wherever regardless of other activities in the household; and the Power Boost button, which reportedly provides vigorous cleaning for extra dirty areas. It also comes with a switch that folds down the handle for easy storage and is fully assembled right out of the box.

"We're showing women that 'Hoover gets it' -- both the dirt and the pressures of contemporary life," said Janel Dufek, director of Market Development. "We 'get it' because we've spent a lot of time talking with consumers to understand how they clean, how they feel about cleaning and how they want to clean. In fact, 'Hoover gets it' will be our tagline going forward.

"This is a new way for us to speak to the consumer," Ms. Dufek continued. "It blends emotional and rational elements."

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