Solve to Launch Largest Faucet Campaign in American Standard’s History
June 1, 2016
In partnership with client American Standard, Solve is launching the client’s most aggressive faucet effort in history. American Standard’s 2016 line of faucets includes more new designs and styles for the kitchen and bath than ever before, as the company seeks to reassert 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,” he said. “In testing against leading competitors’ faucets, American Standard is emerging with designs that consumers and customers are clearly embracing over more established brands.”
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.
“American Standard is known for durable, long-lasting products, 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.”
The broadcast campaign 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.