Indianapolis, Ind.-based Y&L has been working with the company since they helped to introduce Delta's high-end Brizo brand in 2004. In 2005, Y&L began work on the do-it-yourself Peerless brand.
"They took two brands at opposite ends of the price spectrum and made consumers and employees excited about them in short form and on a small budget," said Vasken Altounian, executive VP-Sales and Marketing for Delta. With Brizio in particular, he said, "we put a brand out there that was completely unknown and they made it known overnight."
The challenge for Y&L is now twofold. The Delta brand has been around for 50 years and young homeowners today may know the brand, but possibly see it as the clunky old hardware from their parents' house. Y&L will need to make the brand relevant to a younger generation while they help the brand expand beyond its North American base.
"I think [Y&L] can help improve consumer understanding overseas," said Mr. Altounian, "and make sure there's a common thread among our brands without overlap or competition among them."
Delta spent roughly $11 million on advertising across all measured media in the first three quarters of 2006, according to TNS Media Intelligence. One person familiar with the account claimed the total for 2006 was closer to $15 million.