This paper shows the promotion and launch of a revolutionary vacuum cleaner product into the UK retail, trade and consumer markets. Trade advertising was key to this integrated marketing campaign, whilst the main consumer media chosen included a television advert and consumer press running in main UK national titles, supported by point-of-sale activity. The product launch achieved good impact, built overall brand awareness and put 2wice the cleaner innovation on the map. In the UK sales across the Bissell portfolio during 2004 were up 49% on the previous year. 'Lift-off' won listings with major retailers and independents and was a key factor in Bissell winning the Independent Marketing Award for most improved brand 2004