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Eureka Innova
Launch
In 2023, Eureka launched a sub brand of premium vacuums to compete with Dyson and Shark, called Innova. The Innova brand launched exclusively at Walmart. To introduce and distinguish this brand for more premium buyers we focused on the research and development, and engineering of the high-end cleaning product.
Company
Midea America | Eureka
Agency Partner
We are Blend LA
My Role
Original Concept, Branding, Creative, Media Planning
Objectives and Goals
Launch the Eureka Innova brand to compete with premium brands like Dyson and Shark.
Competing with these well known brands meant we had to really demonstrate high-quality product. So, our goal was to showcase the thoughtful engineering that went into designing the product.
Research and Insights
An interesting insight that stood out from our consumer research was that many people find vacuuming to be a very solitary chore. Many respondents said it was a lonely endeavor.
We used this feedback to communicate a strong benefit story around the engineering and innovative technology found in the product, and letting customers know that all of that work was done with them in mind.
In this way, they were not truly vacuuming alone.
Innova Innovation
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