Branding • National Television • Product Launch • Public Relations
WE RESHAPED
A LEGACY
This vacuum will
literally leave
you floored.
Our research confirmed that Hoover vacuums worked their way around America's living rooms long enough to become a household name. The brand enjoyed plenty of equity, so our challenge was to reinvigorate it through a series of innovative product introductions.
Leapfrogging
the competition.
Hoover’s mission was to launch a product with progressive design and technology that was truly relevant to families. Nine fast and furious months later over 1600 parts were designed and engineered. 30,000 hours of product testing later, the Hoover® REACT™ was born.
A New Generation
of Clean
REACT is the first in a series of technology advances from Hoover, and is the catalyst for the reinvention of a brand with a rich history of innovation. Leveraging our past 100 years of being in people’s homes combined with the commitment that Hoover is relentlessly pursuing new innovation to ensure today’s families achieve the best possible clean. Out of this came our promise: “A New Generation of Clean”.
REACT launch
We positioned REACT as the vacuum that is infused with intelligent technology- FloorSense™ technology with automatic sensors and advanced WindTunnel™ suction–in a sleek, new design. We created a campaign to break through with compelling demonstrations that showcase how the new Hoover REACT fits with today’s family’s needs.
THE RESULTS
REACT is just now launching in the marketplace, but the reaction from consumers, retailers and editors has been amazing. And we anticipate incredible results in the next few months.
“Modern and powerful feeling”
“Love the design and LOVE the innovation!”
“Modern, retro. I love them!”