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The Hoover Company had undergone a decline over a number of years. However, via research, we found there was still a reservoir of affection for the brand amongst the

American nation. But it was seen to be old fashioned and

technologically backward.

 

A print campaign was created concentrating on their approachable, hi-tec spec, supported with a line that fanfared both their heritage and their future.

 

Also, and perhaps more tellingly, a digital geneaology campaign was created inviting a new, younger audience to trace their ancestry through the Hoover owners' database. This not only harnessed this affection for the brand, but also allowed these first time consumers to discover Hoover's new innovative technology.

Sales of one model in Target rose from 60 a month to 9,000.