Bissell Sweepers: Solving for the P.I.T.A.

Judi Friedman

Campaign details

Brand owner: Bissell
Agency: Fizz
Brand: Perfect Sweep Turbo Cordless Rechargeable Sweeper; Natural Sweep
Country: The United States

Executive summary

Bissell is a family-owned business with revenues that exceed US$1 billion. Controlling 25% of the US floor-care market, Bissell also has significant market share in 17 additional countries around the world. The company was founded in 1876 when Melville Bissell invented the Bissell sweeper. Sweepers have been part of the company's product line ever since.

In 2010, overall sweeper-category sales plummeted to US$25 million from a 2009 high of US$55 million. Bissell sales decreased 30% and then flatlined for the following two years, stabilizing at US$7 million. CEO Mark Bissell refused to let the product 'die on his watch', investing US$500,000 to reinvigorate marketing to grow sales.