Bissell gears up for launch of all-in-one floor cleaner

Bissell, the floorcare company, is launching a new type of vacuum cleaner later in the year that it claims will be the “next big thing.”

The US company is launching the ProHeat All-Rounder – an all-in-one cleaner that can vacuum, wash and dry different floor surfaces – in the UK with a television ad campaign and dedicated website.

The company is also rolling out the cleaner across the US, Europe, Middle East and Australasia.

A 30-second ad for the ProHeat All-Rounder will run during the autumn on GMTV. It has been created by London-based incumbent agency MGA Advertising as part of the company’s £3.5m budget.

The ads are themed around a running machine in a gym and show feet in trainers executing dance steps on different floor types. The ad will feature a workout track saying: “You can clean this, you can clean that.”

The cleaner is expected to retail for £299 and the accompanying campaign will include print advertising and point-of-sale activity at electrical retailers.

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