Delta unveils new brand positioning

INDIANAPOLIS, November 3, 2008 – Delta® today 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 Web site – 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 of 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 thought 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.

Dramatic imagery and captivating music make the new Delta TV campaign break out of the advertising clutter. The “Charmer” spot features the Allora® pull-down kitchen faucet and highlights the exclusive Delta MagnaTite magnetic docking technology to the beat of snake charmer music. Arresting lighting and color in the “Diamond” spot shows how Delta faucets are used in everyday life. The ads, which debuted October 13, will run on average 150 times each week this fall on such networks as HGTV, Discovery, History, Food Network and Travel Channel.

In another move that highlights the Delta brand’s commitment to a fully integrated, far-reaching campaign, Delta also will gain consumer exposure as the exclusive plumbing sponsor of the 2009 HGTV Dream Home, a sweepstakes giveaway that attracts over 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 Web site reflects the look and feel of the repositioned brand with the latest Internet technologies to help visitors find desired information. Completely rebuilt, the redesigned site takes advantage of the latest Internet tools and techniques to provide high-resolution images and powerful features that help visitors find what they need quickly and easily.

The definitive source for information on Delta products and services, 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 – right from the home page. And for the brand’s information-hungry, forward-thinking target audience, in-depth product and smart feature information is available and constantly evolving.

  • My Delta saved items: Visitors who find products or images they like can place them in their My Delta folder and save them for future reference.
  • Compare items: Side-by-side comparisons of products – including images and various attributes – are easy with this feature. Users can compare any number of products.
  • Filtering: This feature allows users to narrow their product search by selecting only specific attributes, such as a particular smart feature, the number of holes required or WaterSense® certification.

Also debuting this month is new Delta packaging designed to stand out in the retail 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 understand the key features and benefits.

New packaging features include improved product images, key feature and benefit icons, an updated Delta logo, simplified side panel and consistent back panels. The new design consistently outperformed competitive packaging in research testing.