Hoover in Berlin shows new positioning and brand identity
Hoover, the brand that revolutionised lives by introducing the vacuum cleaner into people’s homes, has chosen the centenary of IFA Berlin to reveal the latest stage of its evolution for the very first time: a strategic rebranding and a history of solutions distinguished by performance and reliability.
Since 1908, Hoover has been one of the world leaders in the household appliances market, becoming a byword for vacuum cleaners thanks to the ability of its products to respond to the ever-evolving needs of consumers. While evolving with them and understanding their needs, the brand brings its own quality and its know-how in the large household appliances sector. Hoover’s new strategic positioning is the result of constant listening and real interest in people: designing solutions to guarantee the best possible combination of performance efficiency and optimum usage time, ensuring long-lasting performance and continually implementing applied technologies.
With its extensive experience and expertise in the home care sector, the brand aims to bring a real improvement to people’s lives so that they have more time to dedicate to the things they love. The effective performance of its products, resulting from their robust design which brings out their efficiency and renowned reliability, make this an achievable goal.
The new logo symbolises this evolution as it displays the defining characteristics of Hoover’s offer: modernity, practicality, history and uniqueness. The distinctive red is still present, but it leaves more space for new colours, with blue now playing a leading role. The clean and precise lines create what the brand calls the “Angle of performance”, a 72° angle inspired by the “H” of the original logo and the iconic tilt of the vacuum cleaner when it stands on the floor. It embodies a visual representation of progress: a bridge connecting the brand’s history and heritage to its new drive towards modernity and innovation.
Hoover understands the need for a household buddy that can offer solutions to make domestic chores easier, allowing consumers to rediscover the value of time to spend with their favourite pastimes and loved ones.
The heart of the brand is the world of small household appliances, to which is dedicated ample space in the exhibition and is divided into three levels to present the “5 stars experience” philosophy that inspires the design of Hoover’s products: top-level performance, ease of use, stress-free maintenance, and reliability. In a nutshell, long-lasting performance guaranteed over time.
The stand is designed to show visitors the entire Hoover world. The first level is dedicated to the new visual identity and communication strategy that will define the brand’s future, while the second level is meant to showcase its distinctive solutions. The third level, inspired by the concept of home, allows visitors to test the effectiveness of the products in various contexts in rooms with different types of flooring, cleaning needs, and uses.
The star of the show is the HF2, the cordless vacuum cleaner that is a perfect combination of power and lightness with its Ultra Compact X3TM technology. Its suction power is easily extended* with a simple movement that compacts the dust inside the container, tripling its capacity to 1 litre**. An interactive exhibit with a virtual house allows visitors to challenge each other in a cleaning game to discover the HF2’s distinctive features in a simple and fun way.
In the Hoover house all the new products of the year are on display, designed to adapt to consumers’ every need. The HF4 Hydro, for example, is a powerful and manoeuvrable cordless vacuum cleaner which helps keep floors clean and fresh with its special Hydro brush, while the HF1 Plus offers a surprising combination of performance and ease of use with its All-Floor brush with Anti-TwistTM technology, which cleans while preventing hair from wrapping around the brush bar. The Wet&Dry HW5 floor cleaner vacuums and washes at the same time, helping to save time and effort: its two rollers move at the same time in opposite directions, ensuring twice as much cleaning in half the time. The HG4 robot vacuum cleaner is also on display: an excellent example of applied technology for home cleaning which combines advanced laser navigation, an intelligent washing function and a practical charging base with automatic dust emptying.
Aside from cleaning floors, Hoover is also showcasing the HMC5, the most powerful mattress beater in the range. With its four automatic functions, built-in dust sensor and advanced agitator, the HMC5 is designed to remove dust and mites from mattresses, beds, sofas, cushions and soft furnishings: the perfect partner for allergy and asthma sufferers.
Hoover also brings its experience to the world of large household appliances, with a special area dedicated to solutions with high-level performance that are easy to use, reliable and connected. The brand’s offers are able to achieve the highest levels of efficiency and versatility with the hOn app, the digital platform for managing the Group’s connected solutions which ensures constant monitoring and control of household appliances – on display for the very first time with the new visual identity and logo.
The hOn station columns in the booth allow visitors to discover how connectivity can enhance each product, offering additional features, services and content to make using the app a truly extraordinary experience.
The area dedicated to the new H-WASH 700 and H-WASH 500 washing machines has an immediate impact. The machines have a completely new design and an A-20% energy class rating, guaranteeing excellent results, care for even the most delicate fabrics, and maximum hygiene. Their performance can be further enhanced by the connection with the hOn app, which offers a wide range of dedicated programmes, also recognising the washing symbols on labels. Users can check the progress of the wash cycle, receive notifications to hang out the washing or put it in the dryer. In this case, the app also suggests the optimal drying cycle and the correct duration, thanks to the synchronisation of the two appliances. Also available to the user are maintenance updates and reminders to preserve the efficiency of the appliance – optimising results and reducing waste.
Another example of the brand’s most distinctive qualities is the Hoover New Collection 5 built-in range, which combines advanced technologies, top-quality materials and a design to satisfy all kitchen furnishing needs. The ovens, combined microwaves, hobs and hoods are on display, as well as the dishwasher, all standing out with their black tones and matt finish. The Hoover New Collection 5 is particularly versatile, in terms of both products and design. All the appliances are coordinated with their clean lines and their meticulously crafted details, including the slim versions exposed in the same area. Once again, the hOn app maximises the functionality of household appliances, supporting the best choice of cycle, be it washing or cooking, through wizards that in a few simple steps indicate the best programme to optimise performance
To complete the collection are two cutting-edge products in their sectors. The H-DISH 700 Pro dishwasher in energy class A stands out for its washing and sanitising results. It is equipped with the innovative Active Hygiene technology for disinfecting the entire cavity and with Dry Boost for the perfect drying of dishes. In the refrigeration department the freestanding H-COMBI 500 refrigerator with water dispenser reigns supreme with its internal maxi-capacity in standard dimensions, Panorama Light for perfect visibility of items in the fridge cavity, and Circle Fresh technology that allows top-level freshness and preservation of food. Furthermore, hOn ensures that food is always properly preserved by warning of power outage.
The efficiency of household appliances is also guaranteed by the ranges of intelligent, universal and professional solutions designed for their care, protection and maintenance by the Group’s brand Care+Protect. The commitment to offering better performance and greater durability of household appliances, making consumers’ daily chores easier and protecting the environment, can also be seen in the range of detergents. With ingenious features and meticulous attention to every detail distinguishing the brand’s solutions every day for over a hundred years, Hoover builds on its history to tell the story of its future in the world of household appliances.
