Miele launches upright vacuum cleaner

Miele is launching into the upright vacuum category for the first time. Its new line will be available in stores next week and will be supported by an integrated campaign.

The ad campaign, created by Leeds-based agency Poulters, will include TV, press, point of sale and the launch of a website. Media planning and buying is handled by Carat.

Chris Wright, Miele brand communications manager, says its a “huge” product launch, with upright vacuums accounting for around 46% of the overall vacuum sector, according to GfK figures.

The launch will see Miele battle market-leader Dyson and Sebo, the German vacuum cleaner brand, which Wright says it also popular with consumers.

He says: “Our research shows that consumers stick to either upright or cylinder – it’s a generational choice, depending on what they grew up with. So there is half a market which we haven’t been able to take part in.”

Currently, Miele has a 5% share of the total vacuum cleaner market but it is hoped the new launch will help to significantly increase its share.

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