Bissell Floor Sweep Home Depot
GRAND RAPIDS, MI – Cathy Bissell will be the aboriginal to acquaint you it took added than a little nudging to get her into a starring role in an ad attack that has her affected her deep-cleaning chops to TV admirers beyond the country.
Bissell’s brilliant about-face – forth with two of her family’s atramentous Labs - offers a glimpse into the ancestors abaft the acknowledged Grand Rapids-area attic charwoman company, Bissell Home Affliction Inc.
It’s additionally the aboriginal time the privately-owned aggregation has broke its CEO’s wife to angle Bissell products.
“I’m a little bit shy. I’ll allocution to bodies in a lath affair but I don’t like to angle up and accord speeches,” said Cathy Bissell, who is affiliated to Mark Bissell, the company's arch executive. The above journalist-turned-philanthropist said she agreed to do the commercials because she’s an apparent “fanatic” about the products.
“It’s accessible for me to acquaint the adventure because I adulation the articles and I use them.”
Her testimonials are resonating with customers, says Ryan McLean, vice-president of marketing. The new TV ad attack highlights Bissell’s bequest of ancestors ownership.
“We’ve done a lot of ads highlighting products, but we absolutely capital to allocution about ancestry and history of brand,” said McLean.
Mark Bissell’s abundant grandparents, Anna and Melville Bissell, began the aggregation in 1876 back they patented the aboriginal Bissell carpeting sweeper. Today, the Walker aggregation sells added vacuums and carpeting shampooers in the U.S. and globally.
Cathy Bissell stays complex in the development of new articles and is generally the aboriginal to try them out.
“I get actual aflame about things,” said Cathy Bissell, the company’s administrator of accumulated diplomacy and architect of Bissell Pet Foundation. “When your name is on something, you appetite it to be great. There’s a lot of analysis and development that goes into anniversary piece.”
The attack affection the tagline, “Home to a Deeper Clean” plays up the company’s continued history and ambit of products. The 15- and 30-second ads focus on four of Bissell’s charwoman machines: DeepClean Premier, SpotClean, Lift-Off Deep Cleaner and SpotBot Pet.
The commercials are allotment of above rebranding of Bissell’s charwoman articles that accommodate bringing the attending into the company’s headquarters. That attending includes a aggregation timeline, acquainted Bissell articles and achievements forth the walls of the company’s Walker headquarters, at 2345 Walker Ave NW.
“I anticipate it’s a fun way to accompany to activity the attending and feel of the brand,” said McLean. “We approved to booty some of the elements we appetite the chump to acquaintance and put them into our offices.”
Nearly bisected of the company’s articles will affection the new attending as allotment of the company’s rebranding. Articles accept been adapted and simplified with beneath buttons and levers to be easier to use.
“It’s absolutely about affluence and artlessness of use,” said McLean, acquainted that is decidedly important for articles such as carpeting shampooers that are acclimated every few months so barter don’t feel like they are relearning the apparatus with anniversary use.
Because the majority of the shoppers are women, the architecture and dejected and blooming blush arrangement is advised to accept a added feminine appeal.
McLean says the acknowledgment to the ad attack and rebranding seems to be acceptable from barter and retailers that backpack Bissell products, including Walmart, Target, Lowe’s, Amazon and Bissell’s acquaintance Meijer Inc.,which is headquartered bottomward the road.
“She represents so abundant of what our consumers are, and they can chronicle to,” McLean said.
Her affection for pets and Bissell articles is article creates a anecdotal that is different for the company.
“It took us a little bit of cajoling to allocution her into it,” said McLean. “ It’s a abundant way to allocution about our articles and heritage.
Gallery: A new attending for Bissell
Cathy Bissell launched the Bissell Pets Foundation in 2011, which has accustomed abroad $440,000. The alignment raises a aggregate of its money in its anniversary Bissell Blocktail fundraiser in June that attracts about 800 bodies and their dogs.
Cathy Bissell, who got her alpha in appearance magazines in New York City, formed as appearance anchorman at the Grand Rapids Press from 1985 through 1992.
She met Mark Bissell back he was her brother’s acquaintance at the University of Michigan. After they married, they confused to upstate New York area Mark Bissell becoming his MBA from Cornell University afore they confused to New York City for bristles years. There, the Detroit built-in formed for Harper’s Bazaar and GQ as an abettor to allegorical appearance editor Nonnie Moore.
The mother of three developed kids has developed a acceptability amid her accompany as a stain cleaner, and is generally alleged aloft for emergency home visits.
Bissell sells added vacuums and carpeting cleaners than any added manufacturer, authoritative it the arch attic affliction aggregation both globally in agreement of sales with a 20 percent marketshare.
Products are fabricated in Walker and accessories in Mexico and China and affairs with Chinese and South Korean companies to do some manufacturing. Bissell employs aloof beneath 400 workers at its Walker facility, and 1,000 worldwide.
The private, four-generation, aggregation beneath to allotment anniversary sales but the aggregation had sales of added than $900 amateur in 2010, according to a MLive story.
The 137-year-old aggregation is the top-selling cast in attic affliction accessories including vacuums, sweepers, deep-cleaning machines, adamantine apparent cleaners and charwoman formulas.
The ads were alien in aboriginal March back the aggregation apparent two new deep-cleaning articles at the International Home and Housewares Show in Chicago. The new products, DeepClean PremierTM and SpotClean, retail for about $199 and $99, respectively.
The shoot was filmed over two “long” canicule in Chicago in a abreast home agnate to the Bissell family's Grand Rapids abode. It additionally appearance two of three atramentous labs, Roxy, a 6-year-old adopted from the Humane Society two years ago, and KC, an 8-year-old that has been with the ancestors back she was a puppy.
Along with the amateur abode was a pretend spouse. The barbate man by her ancillary in one of the scenes is an amateur rather than her husband.
The ads were directed by Pam Thomas of Community Films as allotment of the attack created by the Milwaukee ad agency, Cramer-Krasselt.
Cathy Bissell admits that it is adamantine to watch herself on the commercials but her accompany from beyond the country accept called, texted and Facebooked her to accord her a thumbs up.
“That’s been the fun part,” she said. “Hearing from all our accompany has been great.”
• Profile: Pet Lover Cathy Bissell
• Bissell is one of the top U.S. apparent producers in West Michigan
• Success of Bissell is archetypal for afterwards in Michigan, instead of abandoning state
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