SITUATION:

Even though Gerber Plumbing Fixtures recently experienced a renaissance in styling and engineering, they found themselves clogged inside a crowded Tier 2 group of poorly differentiated manufacturers.

TASK:

K&A was asked to help rebrand Gerber to reflect a new company direction. Additionally, Gerber wanted to unclog under performing brand awareness in order to flow to the top of all Tier 2 plumbing fixture manufacturers.

ACTION:

K&A redesigned the logo and created a compelling visual print campaign that delivered on Gerber’s new brand promise: “To all trade plumbing fixture purchasers seeking a performance product with style, Gerber is the one manufacturer that offers great margins and trade exclusivity.”

RESULTS:

Wholesalers who promoted Gerber as their largest product line jumped 48%. Plumber’s preference for Gerber toilets increased 30%. And preference to install Gerber faucets increased 20%. Gerber not only became the Tier 2 industry leader; they also increased their penetration into Tier 1 territory. Take a look at how K&A creatively delivered Gerber’s style, performance and durability into the pipeline.

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