Black & Decker moves into floorcare market

Black & Decker, the power tools and domestic appliances company, is launching its first range of own-brand vacuum cleaners. The Click & Go range will be supported by a £1m television campaign.

Black & Decker, the power tools and domestic appliances company, is launching its first range of own-brand vacuum cleaners. The Click & Go range will be supported by a £1m television campaign.

The range of cylinder vacuum cleaners, which consists of five models, will launch in Argos at the end of April. It will be rolled out across the country in May. A campaign to support the launch is being created by McCann-Erickson. The move is the first time the company has entered the floorcare market under the Black & Decker brand. It has an existing range of hand-held and specialist vacuum cleaners under a range of brands including DustBuster, SteamBuster and FloorBuster.

Black & Decker brand and communications manager Andrzej Aleksander says that the brand has decided to develop its floorcare portfolio because it has much experience and heritage in the segment, but it does not have the brand awareness.

The Click & Go range, which will cost between £59.99 and £99.99, aims to be more convenient than other cylinder cleaners. Each of the five products in the range will come with accessories that do not need to be attached during use. The extension tubes are already set up and are released at the touch of a button.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here