Wearing Your Facuets On Your Sleeve

from USA Today: Delta Faucet announced recently that it would spend 60% more on advertising this year than last. Delta’s media blitz is designed to alert consumers to nearly a dozen products it will debut next week at the National Kitchen & Bath Association trade show in Las Vegas.
At the show, Delta will try to entertain and entice plumbing and building professionals at a haute couture-style fashion show with strutting models in dresses decorated with patterns of Delta’s high-end Brizo faucets. Delta also will advertise Brizo in such magazines as Vogue and Harper’s Bazaar.
Delta’s strategy is twofold. It first must keep up with consumers’ demand for more choices as they decide which faucets they want in their homes. But Delta also must fend off its biggest competitor, Moen, whose growth drove strong profits for its parent company, Fortune Brands, last month.
Delta will also target its customers with more spots on such cable channels as HGTV, DIY and the Food Network rather than fewer ads on channels with broader audiences. Delta also is trying to reach potential customers right before they make a purchase by fighting for larger and more attractive displays at home improvement stores.
Delta projects the campaign will reach 90% of the home improvement audience almost 15 times each.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.