• by Steve McClellan  @mp_mcclellan, March 15, 2013

Bissell Homecare has launched a new TV and digital ad campaign and a fresh tagline -- “Home To A Deeper Clean.” The new slogan replaces “We Mean Clean.” In a first for the company, the TV ads will feature a Bissell family member as corporate pitchwoman.
 
The company -- known for its vacuum cleaners and other floor care and household cleaning products -- spent $23 million on ads in 2012, according to Kantar. The company declined to divulge how much it is spending on the new campaign.
 
“Life is full of celebrations, and we would like our customers to enjoy every one of them knowing that a deep clean in between joyous moments can be simple with easy-to-use cleaning products” stated Mark Bissell, company chairman and CEO.

Bissell’s wife, Cathy Bissell, the company’s director of corporate affairs, will be featured in the new TV spots. The idea is to show “realistic situations” where a Bissell vacuum would help provide a deeper clean. Along with Cathy Bissell, her two pet black Labrador Retrievers will be featured in some of the new spots.
 
The TV spots will air in 30- and 15-second variations. The digital campaign will deliver similar messages, but won’t feature Cathy Bissell, a company rep said. The campaign will showcase four different Bissell upright and portable vacuum cleaners.
 
The TV ads will run on a slew of cable networks, including HGTV, Hallmark, Lifetime, Bravo, Animal Planet and E! with the campaign scheduled to run through the first half of 2014. Media shop PHD placed the ads and the company’s ad agency of record, Cramer-Krasselt, created the new campaign.
 
Bissell, founded 137 years ago, is based in Grand Rapids, MI.