iRobot Corporation has announced a new marketing campaign for its Roomba robot vacuum. The campaign, which is called “Roomba. Made for This,” will begin airing on June 16, 2025. This is the first major campaign from iRobot since 2023. The ads will be shown on several streaming services in the United States, including Hulu, Amazon Prime Video, Peacock, and Paramount Plus.
The campaign was created by The Boathouse, a creative agency. The ads are designed to show how Roomba can handle tough cleaning jobs. In the main ad, a Roomba is put through a set of challenges, including cleaning a room filled with children, a slime-shooting volcano, a dog, and a ketchup bottle. The point is to show the Roomba working in real-world messes that many families might face.
Athena Kasvikis, who is the Senior Vice President and Chief Marketing Officer at iRobot, shared that the campaign is meant to remind people of iRobot’s long history in developing home cleaning robots. iRobot has been making robotic vacuums for over thirty years. Kasvikis said that Roomba is made to help make daily life a little easier by taking care of floor cleaning.
The Boathouse, through its CEO Aram Rappaport, mentioned that working with iRobot was a special opportunity. They wanted the ads to show the Roomba in action, cleaning up tough messes. They believe the new ads do a good job of showing what the product is built to do.
Earlier in the year, iRobot brought out new Roomba vacuums and 2-in-1 devices that have both vacuum and mop features. These new products come with updates like debris-compacting systems and mop pads that can extend or retract as needed. iRobot also plans to release more new products later in the year. The company continues to focus on making home cleaning easier with new technology in its Roomba line.
View the original press release.
