Dyson Ltd.: Doesn't Lose Suction campaign

Kevin Teague

After experiencing years of success in Europe, the high-priced, British-made Dyson vacuum began appearing in the United States in 2002 during a time of recession and a waning U.S.

Dyson Ltd.: Doesn't Lose Suction campaign

Kevin Teague

OVERVIEW

After experiencing years of success in Europe, the high-priced, British-made Dyson vacuum began appearing in the United States in 2002 during a time of recession and a waning U.S. vacuum industry. Nevertheless James Dyson—the vacuum's creator and Dyson Ltd.'s president and spokesman—stood resolute that his filterless, bagless vacuum would succeed stateside. Awarded Dyson's advertising budget in 2002, the ad agency Fallon Worldwide launched the "Doesn't Lose Suction" campaign to tote Dyson's superior technology in an industry that, according to Dyson, needed improvement.

With a $14.4 million budget, Fallon released "Doesn't Lose...

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