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In the large and largely anonymous world of home cleaning products, it would probably come as a surprise to most consumers that the Bissell brand is a family-owned company that’s been run by Bissells for 137 years. And while the Bissells are obviously proud of their vacuums, they never saw family ownership as a marketing tool—until now. The company’s new ad campaign stars Cathy Bissell, wife of CEO Mark Bissell, and two of the family dogs.
Bissell hopes that her appearance in TV spots will give the brand an attribute that mega corporations have a tougher time conveying—honesty.
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