iRobot Debuts New Marketing Campaign Roomba®. Made for This

Rhea-AI Summary

iRobot (NASDAQ: IRBT) has launched its first multi-platform marketing campaign since 2023, featuring the tagline 'Roomba. Made for This.' The campaign will air from June 16 on major streaming platforms including Hulu, Amazon Prime Video, Peacock, and Paramount+. Created by The Boathouse agency, the creative content showcases Roomba's cleaning capabilities through extreme testing scenarios involving kids, slime, dogs, and ketchup. The campaign follows iRobot's earlier 2025 launch of advanced Roomba vacuums and 2-in-1 vacuum-mop combinations featuring debris-compacting systems and retractable dual-spinning mop pads, with more product launches planned for later in the year.

Positive

• First major marketing campaign since 2023 shows company's renewed focus on brand building
• Recent launch of technologically advanced products demonstrates continued innovation
• Planned additional product launches later in 2025 indicate strong product pipeline

Negative

• None.

BEDFORD, Mass., June 13, 2025 /PRNewswire/ -- iRobot Corp. (NASDAQ: IRBT), a leader in consumer robots, is announcing the debut of a multi-platform marketing campaign, its first since 2023. Starting on June 16, television spots featuring the new tagline, "Roomba. Made for This," will begin airing in the U.S. on premium streaming services including Hulu, Amazon Prime Video, Peacock, Paramount+ and more.

"This is more than just an ad campaign," said Athena Kasvikis, Senior Vice President and Chief Marketing Officer, iRobot. "It's an acknowledgment of our legacy of developing innovative floor cleaning technology that helps make your life just a little easier. iRobot created this category more than thirty years ago. The ad showcases just how effective a Roomba is. It's also incredibly fun and engaging. We were made for this!"

Created by The Boathouse (https://www.theboathouse.agency/), the new creative highlights Roomba's ability to handle any mess by putting it through a torture test in a room full of kids, a slime shooting volcano, a dog and a loaded ketchup bottle.

"We were so excited to be able to work with an iconic brand like iRobot," said Aram Rappaport, Founder and CEO of The Boathouse. "We wanted to showcase the Roomba doing what it does best – cleaning up in extreme conditions. Mission accomplished!" 

Earlier this year, iRobot introduced a suite of technologically innovative Roomba vacuums and 2-in-1 vacuums and mops with advanced features, ranging from debris-compacting systems to extending and retractable dual-spinning mop pads. Additional new products are slated for introduction later this year.

About iRobot Corp.

iRobot is a global consumer robot company that designs and builds thoughtful robots and intelligent home innovations that make life better. iRobot introduced the first Roomba robot vacuum in 2002. Today, iRobot is a global enterprise that has sold more than 50 million robots worldwide. iRobot's product portfolio features technologies and advanced concepts in cleaning, mapping and navigation. Working from this portfolio, iRobot engineers are building robots and smart home devices to help consumers make their homes easier to maintain and healthier places to live. For more information about iRobot, please visit www.irobot.com.

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SOURCE iRobot Corporation

FAQ

What is iRobot's new marketing campaign tagline for 2025?

iRobot's new marketing campaign tagline is 'Roomba. Made for This.'

When will IRBT's new marketing campaign start airing?

The campaign will begin airing on June 16, 2025, across premium streaming services including Hulu, Amazon Prime Video, Peacock, and Paramount+.

What new features are included in iRobot's 2025 Roomba lineup?

The 2025 Roomba lineup includes advanced features such as debris-compacting systems and extending and retractable dual-spinning mop pads in their vacuums and 2-in-1 vacuum-mop combinations.

Which agency created iRobot's 2025 marketing campaign?

The Boathouse agency created iRobot's new marketing campaign.

What products has IRBT launched in 2025?

iRobot has launched a suite of technologically innovative Roomba vacuums and 2-in-1 vacuums and mops, with additional product launches planned for later in 2025.