Challenge: Delta Faucet, the largest manufacturer of residential and commercial faucets in the United States, and its agency Arnold Worldwide, partnered with Plan-it to revitalize its strategic marketing plan and further develop business opportunities among specific target audiences.
Objective: Plan-it assisted Delta in identifying the core values of the brand that resonated and most effectively communicated a compelling Delta brand to key target audiences, ultimately to develop an optimal marketing campaign for the brand.
Solution: Plan-it conducted focus groups across three markets, among recent faucet purchasers and prospective purchasers. A number of projective and visual techniques were used to gauge reactions to the brand and how to best motivate a future Delta selection.
Result: Based on our work, Plan-it provided tactical and strategic recommendations for evolving the brand by leveraging its strong heritage of reliability while integrating a new brand voice that promotes Delta’s sense of style and innovation, ultimately to differentiate the brand within the category. Today, Delta Faucet Company is a worldwide leader in faucets, shower systems, toilets and related accessories and sells its products in more than 53 countries.