Hoover's a 100-year-old brand in need of revitalization. Having been out sold and out marketed by Dyson, Hoover sought to regain its top place in the vacuum category. As a brand, Hoover was well-known and trusted but technology and design had the category hooked---and Hoover wasn't considered a player. Instead of following Dyson's lead, we aimed to help Hoover find its own voice. Speaking to a new audience of women with the clean gene, we tapped into the emotional aspects of cleaning: the stress of a mess and relief of a clean-up.