July 19, 2002
U.K. VACUUM MAKER SELECTS FALLON FOR U.S. PUSH
Media for Dyson's $40 Million Account Goes to MediaCom
Print and TV
The U.K. marketer's agency in the U.S. is Publicis Groupe's Fallon, Minneapolis, and Dyson in a statement last week said it "mutually agreed" to part with Fallon and is looking for an agency to "develop new creative roots." The review for a creative shop for a print and TV campaign is being conducted by Dyson's in-house marketing team and is expected to be completed in August, said Caroline Errington, marketing communications manager. She said the marketer was not displeased with Fallon's creative.
Ms. Errington declined to disclose which agencies Dyson has contacted as part of the review.
Fallon will continue as Dyson's agency in Japan and WPP Group's MediaCom remains its media-buying agency in the U.S. Dyson's advertising in Europe is handled by independent VCCP, London.
Ads feature founder
Since its launch in 2002, Dyson's ad campaign centered on TV spots with company founder and engineer James Dyson, who in the ads discusses his frustration with traditional vacuums that become clogged and lose suction over time. In the most recent executions, Mr. Dyson performs only voice-overs.
The push for Dyson's high-design, $400-plus appliances came at a time when vacuum marketers were competing in mass-market outlets for sales on the low end, at price points of $100 or less. Dyson has since jumped to the No. 1 position in the U.S. upright vacuum market in terms of dollars, with about a 23% share, according to the company.
Challenge by rivals
Dyson's success, however, has not gone unnoticed by its rivals. Hoover plans a challenge with new products in the higher end category, and competitor Oreck Corp. has sued Dyson over Dyson's advertising claims.
"We're starting to see the competition respond -- there's no question they have started the process of moving to match or beat Dyson," said Bill McLoughlin, executive editor, IDC Publications' HomeWorld Business.