In partnership with client American Standard, Solve, an independent Minneapolis-based branding and advertising agency, is launching the client’s most aggressive faucet effort in history.
While the marketing campaign is ambitious so too is the marketer’s commitment to its faucet business. American Standard’s 2016 line of faucets includes more new designs and fresh styles for the kitchen and bath than ever before. The kitchen and bath leader, long a dominant force on the fixture side of the business with strong market share in chinaware and bathing, is reasserting its leadership in faucets.
The redesigned faucet collection is the work of a team led by Jean-Jacques L’Hénaff, vice president of design, who joined the company in 2014.
“We have transformed our approach to product design so our new products reflect the market’s desire for simple elegance and style. In testing against leading competitors’ faucets, American Standard is emerging with designs that consumers and customers are clearly embracing over more established brands,” said L’Hénaff.
"American Standard is known for durable, long-lasting products that raise the standard of daily living. And now we’re adding style to that list,” said Jeannette Long, vice president brand marketing, LIXIL Water Technology, Americas. “Our new faucet designs look beautiful and work beautifully allowing consumers to complement a wide range of home decors,” added Long.
The $7 million national campaign, called “The Life Of Your Faucet,” will span TV, radio, consumer and trade print, digital, paid social and in-showroom/digital video, shining a light on the newly designed faucets.
Broadcast uses the musical track “Perfect Day” by artist Sophie Park. Television debuted May 23 using targeted cable and video-streaming networks. Solve teamed up with award-winning director and cinematographer Ruben Latre of Hostage Films for the production. Broadcast is complemented with endemic home decor print for consumers and interior design print for architects and designers. Media for the campaign is handled by Cottage 8. Spring timing for the campaign launch coincides with the start of peak kitchen and bath remodeling season.