New Advertising Campaign Shows Consumers Trust Hoover Products to Help Them Move Beyond Housework

New Advertising Campaign Shows Consumers Trust Hoover Products to Help Them Move Beyond Housework

		MAYTAG LOGO Maytag Corporation is a leading producer of home and commercial appliances. Its products are sold to customers throughout North America and in international markets. (PRNewsFoto)[TC] NEWTON, IA USA

NORTH CANTON, Ohio, May 11 /PRNewswire/ -- House cleaning: It's always on the mental to-do list. Few women like it, but most love it when it's done. (Logo: http://www.newscom.com/cgi-bin/prnh/20000505/MYGLOGO ) Hoover, a division of Maytag Corporation (NYSE: MYG) and the most recognized name in floor care, comes to the aid of busy women by providing products that help them clean faster and more easily -- products for every budget, cleaning need and life stage. Its new ad campaign launched this week on national network and cable TV with spots for the new Hoover(R) EmPower(TM) bagless, upright vacuum cleaner. "We want to help women get the job done right the first time so they can move on to more important things in life -- like playing, relaxing or spending time with family and friends," said Annette Bravard, Hoover vice president - marketing. Conceived in conjunction with the company's new advertising agency -- Element 79 Partners of Chicago -- the campaign for the Hoover EmPower upright and future products will focus on the benefits provided by Hoover appliances. The EmPower was developed in response to consumers' pleas for quieter, lighter-weight, more versatile floor care products. The Hoover EmPower upright premieres with two new buttons: the Hush(TM) mode decreases the sound level of the machine and lets the consumer vacuum whenever and wherever regardless of other activities in the household; and the Power Boost button that provides vigorous cleaning for extra dirty areas. It also comes with a switch that folds down the handle for easy storage and is fully assembled right out of the box. Ultimately, the red Hoover logo is the symbolic button that makes it possible for the consumer to have it all. "We're showing women that 'Hoover gets it' -- both the dirt and the pressures of contemporary life," said Janel Dufek, director of market development. "We 'get it' because we've spent a lot of time talking with consumers to understand how they clean, how they feel about cleaning and how they want to clean. In fact, 'Hoover gets it' will be our tagline going forward." "This is a new way for us to speak to the consumer," said Dufek. "It blends emotional and rational elements." Susan Bertocchi, senior vice president and group creative director at Element 79 Partners, thinks the new campaign will be relevant and fresh for the category. "This work showcases how consumers rely on Hoover's quality to get the job done right, because what comes after the vacuuming is done is what really matters," she said. Founded in 2001, Element 79 Partners is part of Omnicom Group, Inc. A full-service agency, Element 79 has headquarters in Chicago and an office in New York. For more information please visit http://www.element79.com . Hoover offers a full line of uprights and canisters, extractors, stick cleaners, hand-held cleaners, hard-floor cleaners, central vacuum systems, commercial products, air purifiers and an outdoor sweeper. Hoover is a division of Maytag Corporation, a leading producer of home and commercial appliances. Its products are sold to customers throughout North America and in international markets. The corporation's principal brands include Maytag(R), Hoover(R), Jenn-Air(R), Amana(R), Dixie-Narco(R) and Jade(R). For more information, visit http://www.hoover.com . Contact: Lynne Dragomier 641-787-7711 ldragomier@maytag.com