iRobot Repositioning
Every wonder what a Roomba is thinking as it cleans our darkest, dirtiest places? Us too! That’s why we created a voice, literally, for the robot, the central creative device in iRobot’s ever brand campaign. With the tagline “So You Can Human,” we set out to, well, humanize a robotics company that, until now, mostly talked about features and showed how the robots worked. The new positioning and campaign will give it a more emotional place to play in—and will push human-robot relations to new heights.
Listen to the company’s CMO talk in detail about the work on this Ad Age podcast.
So You Can Human
We launched with a series of :15 TV and online video that found a way to bring iRobot’s newest and most innovative product into the new brand platform.
When Your Holiday Needs a Hero
A fast follow from the repositioing was bringing the robot voice to the all-important holiday campaign.
Throughout the repositioning, our mission was to create more human connection.
We did this through tone of voice and through look and feel. This more human approach threading through everything. From TV and online video, to social and website, to an interactive experience we designed to introduce employees to the brand.
