Delta Turns On Branding Effort

Faucetmaker’s New Approach Targets Consumers With CEA Ads DETROIT–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. Beautifully engineered,” which replaces “Delta. The faucet.” Print launches in July editions of Better Homes and Gardens, Home and Homestyle and includes three full-page and three half-page executions. Trade ads are also planned.

Two 30-second TV spots break in July on broadcast and cable. These executions will run at least through the end of the year, said Cindy Sikorski, executive vice president and creative director at CEA. Ad spending was not disclosed, but it is likely that the broad effort’s budget will exceed the $15 million Delta spent on advertising last year, according to Competitive Media Reporting figures.

Delta is also using the tag in an internal effort to drive processes such as design, sales and service, she added. Creative plays on Delta’s “relentless inspection process,” paralleling it to human processes. In one TV spot, a woman primps and preens her appearance so that, like Delta, she can be stylish and beautiful both inside and out, Sikorski said.

A second spot shows a chef working on a meal. The precision of his Delta faucet comes in handy when he uses it at the end of the spot to put out a small fire he inadvertently started by tossing a towel over his shoulder onto a lighted burner.

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