CHICAGO–The Eureka Co. will round out its new “family” of vacuum cleaners at next week’s NHMA Show with the introduction of the Express –a two SKU line of electronic canister cleaners.
“We now have a family of products that all blend together in design, so the consumer can see we’re designing our products with ease of use and quality in mind,” Gil Dorsey, vp/marketing, told Housewares.
Eureka began its revolution in vacuum cleaner design in 1982 with the introduction of the Mighty Mite compact cleaner, then extended its design concepts with the 1984 introduction of the Ultra upright. The Express is designed to be economical and lightweight and features a clean, high-tech look.
“We’ve updated the canister with the user in mind,” Dorsey explained.
Production of the Express line began last month, and features top-of-the line Model 8290. With a $449.95 suggested retail, it features a 4.3 peak horsepower motor, an illuminated, solid state variable poiwer selector, a 25-foot cord and is pewter on greystone with java trim.
The Express also features Model 8283, in steel blue on greystone with java trim. This 4.0 peak horsepower unit has a suggested retail of $349.95, and a 20-foot cord.
Both Express units weigh 14 pounds, and feature the low profile Roto-Matic powerhead with automatic carpet height adjustment, a steel, power-driven Vibra-Groomer III brush roll, Edge and Corner Kleener, electronic bag change indicator, and outboarded wheels on the powerhead for added stability and turning power.
The canister features one omnidirectional wheel in front and two fixed, flush mounted wheels in back. The line also features a 7-foot hose and a lower profile headlight on the powerhead. The 8290 features an LED that indicates cleaning mode.
On top of the units are cord rewind and on/off controls, plus a Took-Pak with hinged dust cover. Cleaning accessories include a horsehair dusting brush, upholstery tool and crevice tool.
According to Dorsey, advertising decisions for promotion of the Express will be made in January. Throughout the rest of this month and into December, however, Eureka will promote six models in its product line with one of the largest electronic media campaigns in the company’s history.
Advertising Manager Dick Smith said, “What this campaign delivers in reach, frequency and effectiveness is four to five times more than we’ve done in the past.”
The campaign is a two-phase rollout of television and radio spots that will place special emphasis on Eureka’s introduction from the Spring Housewares Show–the Quick Up rechargeable stick cleaner.
“This is the heart of the introductory period for (The Quick Up), and ads that run now will be extremely important for us during the holiday season,” Dorsey stressed.
Q12″5 U&’s television debut will be on cable networks such as WTBS, USA, CNN and Nashville Network and national syndicated programs.
Phase Two of Eureka’s electronic ad campaign consists of six 50-second antional radio spots, which in addition to promoting the Quick Up, emphasize the Ultra, Mighty Mite and the Powerteam units.
Scripts for the spots are synergistic with man-on-the-street interviews and feature actor Tom Poston.
“The spots will run in markets where we are particularly strong with each of tghe products,” Dorsey said.
A third promotion vehicle Eureka is using is the game show gambit. Smith said the units featured in the campaign will run on 30 shows like Wheel of Fortune and The Price Is Right.
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