BISSELL
BISSELL
AGENCY: ICF NEXT
Overview:
BISSELL cleaning products are built for pet owners to clean all things left behind by their fur-babies. And that can be a lot. The brand started the BISSELL Pet Foundation out of its love for pets, helping thousands of homeless dogs get adopted each year.
Problem:
Every vacuum company wants to be the ‘pet brand’
Many vacuum brands are claiming the pet space since 67% of households in the United States own at least one pet. BISSELL is the only vacuum brand with a large pet foundation that every purchase helps fund, yet consumer awareness was under 10%.
Insight:
BISSELL’s passion for pets is genuine beyond product use
Most pet adoption stories on TV are often ignored by pet lovers because they are too sad to watch. Rather than show the bad, we wanted to showcase the good BPF provides beyond pet adoption day by telling real-life stories and creating emotional connections.
Execution:
Showcase the joys of pet adoption beyond the shelter
The Puppy Bowl on Super Bowl Sunday is the second largest TV event behind the big game, making it the perfect target for our BPF spot. By showing the genuine happiness both people and adoption pets have long past the day of adoption, we helped the brand solidify its position of helping pets and their parents live better lives.