Northlich will focus on the "heritage" of Jacuzzi Whirlpool Bath's spa lines in a consumer campaign set to launch this spring, a client executive said.
The Cincinnati shop is the first full-time agency for Jacuzzi, which expects to increase its ad spending from past years, said Jerry Greer, vp of sales and marketing at the Walnut Creek, Calif., company.
Jacuzzi's last recorded media expenditure was in 1999, when the company spent $1 million, according to CMR.
"We want to build on their heritage, that they're the ones that created the category," said shop president Rick Miller. "If you think about it, Jacuzzi means hot tub."
The campaign will take audiences into the backyards of consumers' homes to promote the spas, Miller said.
Previous ads, most of which were done in-house or farmed out on a project basis, targeted dealers, said Greer. Work for the Premium Spas line carried the tagline, "The way the world says hot tub," and ads for the client's Sundance Spas were tagged,"The best- built hot tub in the world." Those themes will likely change in the new campaign, Greer said.
Northlich made contact with Jacuzzi through its work with the National Spa and Pool Institute, which is the hot-tub trade association and a client, Miller said. Jacuzzi had conducted an agency search for eight months before tapping Northlich because of its experience in the category, Greer said.