When the Delta Faucet Co. came to Indianapolis agency Young & Laramore to help market its struggling premium brand, Delta Select, "We quickly began to understand what was behind the struggle," says CD Carolyn Hadlock. "When we would ask showroom sales people around the country, 'What is the difference between Delta and Delta Select?' the standard joke was, 'About $200.' We realized what the brand was lacking was mystique. When consumers select a faucet in this price range, it's about status and style. Things like functionality and dependability are assumed. So a complete brand overhaul was in order, starting with a new name." The name is Brizo, and its origins, according to the agency, can be found in a Greek goddess who was as "an oracle to ancient mariners. She was known as a soother and enchantress. She would answer questions in the form of a dream. We felt the water and dream imagery made a good fit for the brand." But that's not the half of it. "We decided to make a simple and unabashed claim-this brand is a fashion statement," continues Hadlock. "The target for this product is extremely label conscious, so using the faucets as part of an haute couture pattern is our way of tapping into that fashion-conscious nature, while also displaying just how beautiful this line of faucets really is." The print ads run in the likes of Vogue, Elle and Harper's Bazaar, and the designer water approach extends to the website (www.brizofaucet.com), collateral, POS material and the shopping bags that are distributed at trade shows.
Client: Delta Faucet Co. Agency: Young & Laramore CD: Carolyn Hadlock Senior AD: Trevor Williams CW: Brian Harris Photographer: Heidi Niemala Digital Retoucher: Judy Rush