Magazine article Marketing

Cleaning Up on the Act

Magazine article Marketing

Cleaning Up on the Act

Article excerpt

CLEANING UP ON THE ACT

Last week, a puzzling riddle was solved. What did all those curious posters exhorting you to "Improve your environment - Go Orange" hope to prove?

Apparently that Vax is washing, cleaning and sucking its way to household stardom.

It's one of those classic branding nightmares. The scourge of Vax's brand managers? It's a Hoover.

Thus Vax has spent almost twice as much as Hoover on TVRs, and doubles Hoover's budget in women's magazine advertising.

It's not that Vax is worrying about sales. It currently dominates the wet/dry sector of the UK's vacuum cleaner market with its three-in-one machines. But a Hoover is a Hoover - and an established generic is a well-placed enemy.

"Long-term" planning is the key to Hoover tactics, says Laurence Munday, media group manager for the brand's media buyers Abbott Mead Vickers BBDO. A coming press campaign to establish that its three-in-one cleaner is "greener than orange" is but part of a "two-tiered strategy" to polish up Hoover as a brand, and to plug specific products cost-effectively. …

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