Bissell Sweepers: Solving for the P.I.T.A.
Judi Friedman
Campaign details
Brand owner: BissellAgency: FizzBrand: Perfect Sweep Turbo Cordless Rechargeable Sweeper; Natural SweepCountry: 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...