Floor cleaning brand Vax has finally unveiled its new Platinum Carpet Washer brand through a major integrated campaign; the first work devised by Big Dog since the agency was appointed to the account in November last year.
The ‘What lies beneath’ themed activity launches with a 90” TV commercial, backed by online, direct mail and press executions. Mediacom Leeds has also handled elements of the activity.
Claimed to be Vax’s “best ever carpet washer”, the creative execution centres on the product’s power to remove all the harmful bacteria and bugs that live in carpets, which cannot be removed by vacuuming alone. The endline is “It’s the easy way to keep your carpets fresh and clean.”
The work is being led out of the Big Dog’s Leicester office by Big Dog associate director Harman Randhawa, with creative work by Mark Lees and Mike Kalin.
In 2014 Vax diversified its product range from vacuums, carpet washers and steam cleaners to include pressure washers, air purifiers and de-humidifiers. The Platinum Carpet Washer is the first product Vax has launched since it announced its intention to grow the floor care category and build market share.
Vax marketing director Jon Collings said: “This is an important launch that we’ve been working on for a while, so I’m excited to see the campaign go live. Vax has a proud history in carpet washers, so it was crucial to get the messaging and creative right. The spot Big Dog has created for us does just that.”
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