Dyson perfects art of teaser for new product

Never underestimate the power of a good, simple teaser. Dyson, maker of bagless vacuum cleaners and nifty hand dryers, ignited a ton of online buzz Monday, ahead of a product announcement Tuesday. The video above, which was posted to the Dyson site, shows focus-group participants' incredulous reactions to something Dyson is releasing. This is how the company puts it: "Now we've turned our attention to another familiar device—and made it work better by removing something you might have thought was essential." Twitter was alive with folks at work solving the mystery. If nothing else the breathless reaction of many confirms Dyson as the Apple of the appliance world. And what did Dyson make? Ahh.

—Posted by Brian Morrissey

Publish date: October 13, 2009 https://dev.adweek.com/creativity/dyson-perfects-art-teaser-new-product-13558/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT