NEW YORK Delta Faucet, which in the past has advertised on the major networks to build awareness, will forgo such placement to focus on home improvement networks.
The strategy shift is based on research from Havas-owned Media Planning Group in Boston, which recommended getting more messages on HGTV, DIY and the Food Network as opposed to fewer ads on more broadly targeted media. MPG calculated the ads would be seen by 90 percent of the home-improvement audience almost 15 times each.
"We've become more focused in our TV advertising to become closer to consumers who are in the market for home-improvement products," said Cori McCormick, Delta director of advertising and brand marketing. "People are not in the market for purchasing a product like a faucet on a frequent basis, so we want to be top-of-mind when they are ready."
With competition in the category heating up—Kohler and Moen each launched campaigns this year—the brand is also boosting its ad spend by 60 percent. Delta spent $12 million on ads last year, per Nielsen Monitor-Plus.
TV ads center on a "Splash" concept, a collection of vignettes that show people using faucets in real-life situations. The first ad in the series shows a little girl in a rain slicker and firehat watching the water splash from Delta's Pullout kitchen faucet toward the ceiling. Ads continue Delta's "Beautifully engineered" tagline.
Havas' Arnold in Boston executed the campaign, with creative input from Campbell-Ewald in Detroit and Young & Larramore in Indianapolis.