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Bissell is positioned as the go-to solution for pet owners managing pet messes.
Their current advertising employs literal messaging or direct correspondence, emphasizing the technology behind their products to remove traces of pets from homes.
Our approach, in contrast, introduces a humorous and lighthearted twist by highlighting the joy of living in a pet-ruled home. Bissell is portrayed as the hero that enables pet owners to happily surrender to their furry rulers while still maintaining a clean and comfortable environment.
This strategy leverages personal stories and addresses the problem or need as a means to evoke emotional engagement.
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Pets don’t just live with us—they take over, transforming our homes into their domain, into themselves.
Emotional and Behavioral Insights
Emotionally Driven: These audiences experience joy and companionship from their pets but also stress over the mess they create.
Relatable Problem-Solvers: They seek solutions that make living with pets easier, and they value brands that understand their challenges.
Humor and Positivity-Oriented: Lighthearted messaging resonates with them as it reflects the playful and loving nature of their pets.
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Be a Pet Owner, not Owned by Pets
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Only Love Lingers
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Roles:
Art Director
Copywriter
Programs Used:
Adobe Illustrator
Adobe Photoshop
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Addressed to 25–55, busy professionals, or families who treat pets as family members or companions.
Psychographic Profile:
Pet Enthusiasts: People who genuinely enjoy having pets, see them as part of the family, and want to create a harmonious home environment with them.
Cleanliness-Conscious: Individuals who value cleanliness but don't want to compromise their relationship with their pets.
Humor Seekers: Pet owners who appreciate lighthearted, relatable messaging about the realities of living with pets.