Dyson rolled out its DC65 vertical-type vacuums in 2013, and confidently advertised “wind power doubles others’”. In 2014, Shark debuted its Lift –Away, while sending Dyson a Lawyer’s Letter requiring withdrawal of that invalid slogan.
Then Shark sued Dyson. Dyson admitted “wind power doubles others’” was no longer valid after arrival of Shark Lift-away and asserted spending of USD 1 million on package change. Shark, on the other hand, accused Dyson of postponing package change to early 2015 on purpose, heavily hitting Shark Lift-Away sales.
In the meantime, Dyson counter-sued that wired hand-held Rocket vacuums Shark unveiled in 2013 advertised better performance than Dyson vertical-type machine in carpet cleaning.
Shark’s comparison test: sprinkle identical fine dirt on carpet and have Rocket and Dyson vacuums work together to find out which one absorbs more particles. Lower priced Shark product, as expected, did better. Similar tests were repeated in lots of commercials in the coming years, making a headache for Dyson.
Shark and Dyson’s matches uncovered how Shark lifted its vacuums business share from 1% to 20% and dramatically seize Dyson’s market share in shortly ten years.
With USD 150 million yearly spent on marketing, Shark remarkedly targeted Dyson in commercials.
When Dyson V6 cordless hand-held vacuums sold like hot cakes, Shark declared Rocket beat Dyson V6 in multiple tests and sold for half the price in its new TV commercial about Rocket HV320 wired hand-held vacuums.
Shark’s comparison test: sprinkle identical fine dirt on carpet and have Shark’s Rocket and Dyson’s vertical-type vacuums work together to find out which one absorbs more particles.
Wired product certainly shows stronger wind power (higher motor power), by virtue of which, Shark ingeniously acted to an image of “better cleaning and lower price”.
Shark® Rocket® DeluxePro Vacuum – Dyson V6 vs Shark HV320 Comparison
When DuoClean vertical-type vacuum debut, Shark rolled out another commercial featuring vacuuming power comparison between DuoClean and Cintic Big Ball. Shark expectedly prevailed over Dyson with 46.6:43.2.
Leading in vacuuming power, Shark skillfully impressed consumers with “better cleaning and lower price”. In actual use, however, floor brush and other accessories also matter to cleaning other than vacuuming power.
Shark® DuoClean™ Powered Lift-Away Speed™ vs. Dyson® Cinetic™ Big Ball
In addition to positive performance comparison tests in commercials, Shark constantly renewed flank offense against Dyson.
In 2013, Shark themed its new commercial with “America’s Most recommended Vacuum”. Dyson complained about its misrepresentation to NAD (the National Advertising Division), giving rise to NAD investigation into it.
Shark’s copywriting “America’s Most recommended Vacuum” was based on its internet survey among vacuum consumers. The survey featured quick questions like “Will you recommend this product” with simple yes/no options. Respectively 94.2% and 89.9% respondents recommended Shark and Dyson. Data were collected from Amazon; Bed, Bath, & Beyond; Best Buy; Costco; Home Depot; Kohl’s; Lowe’s; Sam’s Club; Sears and Kmart; Target and Walmart, which reputedly contributed to 85% sales of Shark vacuums.
NAD found Brick and Mortar that sold well were not covered and retailers mentioned above sent the questionnaire to only a portion of the vacuum buyers. That is why NAD considered this survey sample limited and suggested Shark halt this advertising.
In facts Shark CEO Mark Rosenweig did not listen to NAD but launched several similar commercials next.
In 2014 Shark renewed advertising of Rotator Lift-Away and said it “wins more 5-star online reviews than any other vacuum brand”. As usual, Dyson complained to NAD.
In 2016, Shark newly advertised on TV “two thirds people prefer to Shark”, “American people prefer Shark”. Dyson immediately complained to NAD (NAD’s overlapping sound: How old are you?). Shark argued this copywriting was based on a nationwide survey conducted by a third party.
Developed at eight centers across America, this survey involved 355 people in a Double Blind Test. The respondents used Shark Rotator Powered Lift Away NV752 and Dyson Cinetic Big ball Animal each for two weeks and then reported service condition. The conclusion turned out “two thirds people prefer to Shark” and “American people prefer Shark”. NAD decided it was not rigorous enough and suggested modification.
Shark did not change advertising tactics as expected. Mark, the man frequently seen in Shark commercials continued as a headache for Dyson. After all, he owned an IMDB feature page.
