Delta Turns On Branding Effort

For the first time in its 50-year history, Delta Faucet is launching a broad-based brand building campaign.

Past advertising efforts for Indianapolis-based Delta, a division of Masco, have focused on specific products in the company’s portfolio, and most have targeted plumbers and interior decorators through trade publications.

The new work from Campbell-Ewald Advertising in Warren, Mich., touts the company’s overall reputation and targets consumers, who are more than ever making faucet purchases directly through home stores, said Todd Carter, senior vice president and management supervisor at CEA.

Print and TV work introduces a new tagline, “Delta.