Brand Renewal Initiative: Havas Chicago Enlisted for Established Carpet Cleaning Firm, Stanley Steemer's Iconic Comeback
Andrew Schneider, formerly of Wendy's, has been appointed as the new Vice President and Head of Marketing at Stanley Steemer. His mandate is to modernize the 75-year-old brand, positioning it as a household essential instead of a luxury clean.
Schneider's strategy includes repositioning the brand, with a focus on evolving the brand while staying rooted in its history. This evolution was highlighted by a significant moment in the brand's history - Selena Gomez's performance of the Stanley Steemer jingle on TikTok.
The jingle will remain central to the marketing, but will receive a revamp. Havas Chicago, the agency of record for Stanley Steemer, was attracted to the opportunity due to the brand's distinctive assets such as the colour yellow, jingle, vans, and 800 number.
The selection process for the agency was managed by Joanne Davis Consulting, and the review drew interest from around 50 agencies. Havas Chicago's arrival at Stanley Steemer was marked by a memorable moment during the pitch, when Frank Dattalo, the new Chief Creative Officer at Havas Chicago, sprinted into the room out of breath, after a delay on his commute in his first week in Chicago.
In August of the previous year, Dattalo took over from Brill Dunkin as the Chief Creative Officer at Havas Chicago. Dattalo's goal for the campaign is to make Stanley Steemer matter more in culture and evoke emotions in consumers.
The upcoming campaign for Stanley Steemer will debut this fall, featuring media placements around college football and HGTV programming. Schneider described the upcoming work as bringing "main character energy" to the brand.
Stanley Steemer is no longer just carpet cleaners, but provides a full home, deep clean. The brand spent an estimated $61 million on measured media in the U.S. in fiscal year 2024.
With Schneider at the helm and Havas Chicago on board, Stanley Steemer is set to embark on a new chapter, blending tradition with modernity to create a fresh, engaging brand experience.
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