DELTA FAUCETS WILL UNVEIL a print campaign in fashion publications to support Brizo, its new premium brand for consumers who favor high-end fashion items for their home decor.
Young & Laramore, Indianapolis, collaborated on brand development, POP and the ads, which emphasize the products’ fashion flair. Print will break in September and run through first quarter 2005 in Vogue, Elle, Elle Decor, O, Architectural Digest, Harper’s Bazaar and others. A Web site, direct mail and events also will support. A budget was not disclosed. Delta spent $15 million on ads in 2003, per Nielsen Monitor-Plus.
Brizo is named for a Greek goddess who was an enchantress, a soother and a guardian of mariners who answered questions in the form of dreams. Her story inspired the brand’s design and theme, “Open your eyes and dream.”
“The face of Brizo is our Louis Vuitton, our Versace, and the models in the ads are wearing her designs,” said Ann Beriault, Y&L vp. “She gives the hardware romance and a signature.”
According to Charlie McTargett, Delta senior director of marketing, “A big part of the market loves Delta, but others are seeking something different. Premium faucets are the fastest growing segment of the category, exceeding double-digit increases per year as more and more people are looking to make a statement with their home.”
The campaign highlights two faucet collections, but the focus is on the faucet-inspired patterns of the models’ clothing. “The ads are an attempt to make people look at faucets in a different way,” said Beriault. “It is perceived as a low-interest category and the challenge was to break out and find meaning to the consumer as well as the influencer to help differentiate in a crowded marketplace.”