Solve Set To Launch Largest Faucet Campaign In American Standard's History
MINNEAPOLIS, MN,May 23, 2016 – In partnership with client American Standard, Solve 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 Vice President of Design, Jean-Jacques L’Hénaff, 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 debuts 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.
Solve, an independent Minneapolis-based branding and advertising agency, was founded in late 2011 by four agency leaders and longtime colleagues. The agency has been recognized by AdAge as a “Small Agency Of The Year.” Solve was also named one of North America’s Top 15 most effective independent agencies by PSFK and one of America’s Top 5 small digital agencies by iMedia. The company’s silo-less, client-first model gives marketers a refreshing alternative to traditional agency structures and priorities. Current clients include Bentley Motors, Founders Brewing Company, True Value Hardware, Porsche, American Standard, LeMond Cycling, Radisson Hotels, Président Cheese, Shopko Stores, The V Foundation for Cancer Research and the Epilepsy Foundation of Minnesota. For more information visit www.solve-ideas.com.
About American Standard Brands
American Standard Brands make life healthier, safer and more beautiful at home, at work, in the community and throughout the world. Offering total project solutions for residential and commercial customers around the world with respected brands such as American Standard®, DXV®, Safety Tubs®, Crane Plumbing®, Eljer®, Fiat® and Decorative Panels International®. American Standard Brands is owned by LIXIL Corporation (TSE Code 5938), and is part of LIXIL Water Technology business, which operates across 150 countries. The LIXIL Water Technology brands include: LIXIL, INAX, GROHE, American Standard, and JAXSON. Learn more at www.americanstandard.com, or follow us at twitter.com/AmStandard, https://www.facebook.com/AmericanStandardPlumbing