Delta Faucet will flood consumers in coming weeks with new TV and print ads that reposition the brand around a Beautifully Engineered” theme spilling over into all aspects of its business. Campbell-Ewald, Detroit, handles.
The move by the world’s leading producer of faucets is a response to the growing influence of big-box home improvement centers in the faucet market and consumers’ desire for more fashionable products. “Many consumers consider faucets jewelry for the bath or kitchen,” said Delta president John Wills. “We’re getting in line with that push.”
The estimated $60 million facelift extends from marketing to manufacturing, engineering, product development, sales and customer service for Delta, unit of Masco, Taylor, Mich. Ad spending was not disclosed, although the company spent $15 million last year, per Competitive Media Reporting.
Research showed Delta’s brand image as “high-quality and traditional, but not jazzy,” Wills said. “We’re changing the way we think, the way we operate and the way we compete.” The positioning inspired a new Delta logo via Pentagram, New York, showing three drops of water forming “delta,” or triangle, the universal symbol for change. The former logo depicted the original single-handled Delta faucet developed in the ’50s.
TV spots draw parallels between consumers and Delta in their pursuit of beauty and perfection. One 30-second spot, “Exacting Specs,” shows a man in the kitchen chopping, rinsing, tasting and ultimately burning a towel as he prepares a meal. “Delta achieves perfection in the kitchen even if you can’t,” says the voiceover. A second spot, “Beautiful Design,” portrays a woman in a bathroom applying make-up, wearing facial cream and inspecting her lipstick. “Oh, the things we endure for beauty … That’s what it takes to be a Delta faucet,” says the voice.
“The segment we’re talking to cares about products well-made from the inside out,” said Jim Huchok, Campbell-Ewald evp. “They’re not just concerned about appearance,” The 30-second spots launch in July on ABC, CBS, NBC and key cable networks, and continue through fall.
Information-intensive print ads break this month in Better Homes and Gardens, Home and Homestyle. The ads show the human element on one side, a woman applying make-up or cooking, and a Delta faucet on the other. Print will run throughout the year in consumer publications and trade journals to reinforce product launches.
In-store efforts for Delta and its value-oriented Peerless brand will appear in July. New packaging is also in development.