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Case Study 1: Repositioning the Shark Sweeper

“Once again, you have proven that we have made the best decision to hire Alpaytac as our PR agency and your role in helping us build our brands has been invaluable.”
Jeff Frankel
Vice President of International and Direct to Consumer Sales
Shark Euro-Pro

Objective
Re-launch the Shark Sweeper product line of Shark Euro-Pro.

Challenge
The Sweeper line had been on the market for over 2 years with limited media exposure.

Solution
The Shark Sweeper product line was re-launched using a concept and positioning statement developed by Alpaytac. After much research, Alpaytac created the brand promise that “The Sweeper picks up what vacuums can’t.” Alpaytac used a key product feature to create “news,” securing placements in top print and broadcast media including Good Morning America, The New York Times, Better Homes and Gardens, Parenting, The San Francisco Chronicle and more. Alpaytac secured over 150 million impressions for the Shark Sweeper reviving the product category and driving sales. Euro-Pro incorporated Alpaytac’s re-positioning of the product not only in the direct-response advertising but also in their packaging. 3 years after the re-launch, the Sweeper is one of the flagship product of Euro-Pro with a wide consumer base.

Services
Marketing research
Strategic public relations
Brand positioning
Integrated marketing communications