Turning performance into belief


iRobot came to us with a communications challenge – how do we help non-users gain the incredible passion for Roomba and its high-performance benefits that users have?


We went into consumers’ homes to learn their pain points with traditional vacuums and see how Roomba could make a difference in their lives. Building on these insights, we created positionings, reasons to believe and claims and explored them with consumers, iterating and optimizing ideas as we went. Ultimately, we figured out a different frame of reference that motivated consumers to consider Roomba as not only a way to make an impact on their cleaning behaviors but also on the quality of their lives.


Our recommendations led to a new marketing campaign, including redesigned packaging, online and TV ads, and in-store video displays, which resulted in a quick bump in sales as well as continued growth for the brand.