Hoover hawking vacuum cleaners with infomercials

Cleaning equipment manufacturer Hoover launched an integrated campaign May 25 to support several new products.

The company is promoting its FloorMate Hard Floor Cleaner through December via both long- and short-form DRTV spots, which were produced by Hawthorne Direct.

Hoover is working with Tattoo Projects on creative, Empower MediaMarketing on traditional and digital media planning and buying and Current for PR, in addition to Hawthorne.

Traditional television ads for the Platinum Collection Linx Stick Vac, the WindTunnel Pet Bagless Upright and the WindTunnel T-Series WindTunnel Rewind have been on air since mid-April.

Hoover is also partnering with Cleaning For A Reason, a charity that cleans the homes of women undergoing cancer therapy. The company is promoting the cause partnership on its Facebook and Twitter accounts, where it is also offering discounts on new products.

Hoover has also bought ads on home, parenting and mom-related community websites to promote the products and the Cleaning For A Reason partnership.

Brian Kirkendall, VP of marketing at Hoover, said in a statement that the company is supporting its products with “a straightforward and relatable marketing campaign reaching people where they live in a variety of ways.”

Hoover was not immediately available for comment. Hawthorne did not return a request for comment. Current referred inquiries to the client.