The Wholesaler Blog

Delta recently announced a new direction in its evolutionary brand positioning, built around the theme, “A Smarter Way for People to Experience Water.” The brand campaign, which includes everything from television and print advertising to packaging and the website, is the most comprehensive in Delta history.

“Research with more than 6,000 consumers revealed the brand’s key attributes — smart, dynamic, visionary and genuine,” said Rick Roetken, vice president-marketing. “We’ve captured these values in an expansive new tagline that invites consumers to ’see what Delta can do’.”

Using a tone that’s upbeat and genuine, the new Delta print and TV campaigns are designed to showcase the beauty and smart features of Delta products, elevate consumer and customer perceptions of the brand and illustrate that Delta is a leader in the faucet category.

Heading the brand makeover is a new consumer print campaign, which debuted in October issues of Better Homes & Gardens, National Geographic, The Economist, The New Yorker and many other science, technology and traditional home and garden publications. The campaign includes five dramatic ads with factoid headlines that appeal to the brand’s information-seeking audience. Smart, witty and very direct, the copy then goes on to explain unique innovations, such as DIAMOND Seal Technology, MagnaTite docking or water-efficient features.

In another move that highlights the Delta brand’s commitment to a fully integrated, far-reaching campaign, Delta will also gain consumer exposure as the exclusive plumbing sponsor of the 2009 HGTV Dream Home, a sweepstakes giveaway that attracts more than 40 million people. The Delta brand’s Victorian kitchen pull-down faucet with leak-free, lead-free* DIAMOND Seal Technology and Victorian and Lockwood bath collections featuring WaterSense labeled lavatory faucets will be installed in the home — a Tuscan- style farmhouse in Sonoma, California.

(* Once inside the faucet, water is not in contact with metal contaminants.)

Delta has also updated its logo to coincide with all the changes. Adding a red background behind the existing Delta logo creates a bolder, brighter design that jumps off packaging, displays, advertising and other sales and marketing materials. The red “badge” provides a crucial advantage in a crowded marketplace.

An all-new website, www.deltafaucet.com, reflects the look and feel of the repositioned brand with the latest internet technologies to help visitors find desired information. Completely rebuilt, the site provides high-resolution images and powerful features that help visitors find what they need quickly and easily.

The new site helps customers locate product information for a change-out or remodel, tells how to get repair parts or customer support and instructs them where to buy Delta products. And for the brand’s information-hungry, forward-thinking target audience, in-depth product and smart feature information is available and constantly evolving.

New Delta packaging is designed to stand out in the aisle. Featuring a high-contrast black and white color scheme, a clean, uncluttered look and easy to understand iconography, the new design makes it easy for consumers to find the product they’re looking for and to understand the key features and benefits.

For more information visit www.deltafaucet.com or call 800/345-DELTA.