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(June 12, 2001) -- Masco Corp.'s Delta Faucet Co. is launching its 2001 ad campaign in July editions of Better Homes and Gardens, Home and Homestyle, which arrive on newsstands this week.

The estimated $20 million campaign by Interpublic Group of Co.'s Campbell-Ewald, Warren, Mich., includes a pair of 30-second spots that will break nationally in July on ABC, CBS and NBC and key cable networks.

This year's effort carries a new tagline, "Delta, Beautifully Engineered," which replaces "Delta, the Faucet."

The campaign is a branding effort touting the facuet marketer's in-depth inspections, quality and craftsmanship. In the past, Delta's ads focused more on specific product introductions. A new logo also debuts in the ads.

John Wills, president of Delta, said the brand historically "was perceived as a traditional, dependable brand for the masses. But we needed to adjust our brand image and product line to make Delta more relevant to today's consumers."

Both spots compare everyday situations to the making of Delta's faucets. One spot uses the visual metaphor of a woman going through her beauty regime. In the other, a man cooking in his kitchen sets a towel on fire and uses his spray faucet to put it out. The punchline: "Delta Faucets achieve perfection in the kitchen even if you can't." -- Jean Halliday

Copyright June 2001, Crain Communications Inc.

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