Bissell launches ReadyDry based on ‘dry in 30 minutes’ concept

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BISSELL, the market leader in deep cleaning, has just launched a new product category in floorcare which addresses time versus performance considerations.

BISSELL which is the number one player in the US deep cleaning market, with 18% market share, has conducted market research into customers’ attitudes towards floorcare.  This showed that the need for thorough cleaning of carpets is growing together with the increase of allergies, especially among children, and wide ownership of home pets. At the same time, however, people, who lead very busy lives, are concerned about the length of time it takes for carpets to dry after deep cleaning, which causes disruption to family routine.

In response to these needs, BISSELL developed ReadyDry, the new floorcare cleaner which features professionally proven PowerRoller technology used in the commercial sector. Charles Gordon, the company’s international markets director, explains: “ReadyDry changes the ground rules of carpet cleaning – it’s yet another totally new BISSELL concept.  We’ve harnessed its powerful, patented, professionally proven quick clean technology widely used in schools, hospitals and airports, to create the fastest drying innovation in homecare.

“The appliance speeds up the whole cleaning process, washing and then drying in the same time it normally takes to vacuum; quick drying in less than 30 minutes so carpets are touch dry – no competitor appliance is as fast or effective.”

ReadyDry uses the washable and replaceable PowerRoller, resembling a paint roller, which together with hot tap water, advanced cleaning formulae and strong suction, traps, lifts and removes dirt from the carpet, also absorbing most of the moisture from it.

The cleaner is equipped with the Oxy Gen2 brush which, using the Oxygen Boost formula, is designed for removal of deep stains such as those from red wine and coffee.

ReadyDry will be available from January 2009, and BISSELL plans to support it during 2009 with an extensive promotional campaign incorporating TV advertising, retail and consumer press advertising, PR, imaginative PoS material  and promotional activity.

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