iRobot hires new advertising firm

iRobot has hired The Gate ad firm in New York to do a "complete repositioning of the iRobot consumer unit," Adweek reports:

"The Gate's marketing insight and ability to communicate iRobot's Home Robots 'reason for being' uncovered product benefits and new market segments that we can own," said Matt Palma, the client's vp, sales and marketing. "This insight set The Gate apart from its competitors in the review for our business."
TV will launch this fall and the campaign will extend to print and online elements.

I'd say The Gate is the luckiest ad agency in the world right now. If they do a good job, they can talk about how they helped take iRobot Roombas and Scoobas from 2 million units to 10 million. With the new Roombas coming out soon and two new consumer products, the time has never been better for a branding campaign that also sells the product.

(Thx, Microcapfun)