Home cleaning brand, Vileda, adds ‘POW’er with new Superhero campaign


In the wake of the new Batman v Superman film, Vileda, famous for its expertise in home cleaning, has enlisted the help of a team of superheroes to educate consumers about its innovative electrical range.

The campaign, which launched on 25 April, will demonstrate the power of Vileda’s electrical range by encouraging customers to become part of a Grime Fighting Superhero Team by using one of four secret weapons. The campaign will run across Vileda’s webshop and social media channels, as well as a dedicated landing page and is designed to educate consumers about the electrical range and drive sales.

The electrical range, which launched last year, includes the innovative cordless 100˚C Hot Spray Mop (RRP £59.99) which removes 99.9% of bacteria; the lightweight Steam Mop (RRP £89.99); a Windomatic window vacuum (RRP £49.99) to make cleaning windows and mirrors easier and a next generation Cleaning Robot (RRP £149.99).

Lindsey Taylor, shopper product manager for Vileda, said: “With all the hype around the new Batman v Superman film, we thought it would be fun to add a little superhuman excitement to our campaign and give our customers the chance to be a caped crusader and banish bacteria from their own home.

“Since launching last year, we’ve seen strong sales and great customer feedback about the new electricals range. However, there is a job still to be done to educate consumers about the quality and innovation of the products and this latest campaign is a fun and engaging way to deliver real results and help drive consumer demand.”

The Grime Fighting Superheroes Team campaign has been developed by INK Digital and MCG PR and will run across Vileda’s webshop and social media channels for two weeks from the 25 April.