The promotion of vacuum cleaners in Croatia was mainly defined by functional benefits such as power, noise level, and energy efficiency. Philips was not a leader in any of those categories. So our strategy was to talk about emotional benefits and not just about the functional features of products. Since couples were the primary target audience, we played with the social tension around gender roles and vacuuming. The tagline positions Philips as the right partner. Strong, reliable and efficient. The campaign turned around a negative trend of declining market share and resulted in a 31% growth in sales.