Gerber Plumbing FixturesDifferentiating a Brand from the Competition
Since 1932, Gerber Plumbing Fixtures had been a leading manufacturer of vitreous china plumbing fixtures, faucets, and fittings for the residential, commercial and hospitality construction markets. There was only one problem—the 76-year-old company was getting lost in a heavily branded, extremely competitive marketplace.
Bottom line: Gerber was a challenger brand, and needed a way to differentiate itself from the competition.
A new positioning
At K&A, we carefully analyzed the plumbing fixture category and concluded that Gerber could compete and win at the Tier-2 level. This was a brand positioning they would have to embrace with their pricing, and communicate clearly to the trade.
Our rebranding campaign targeted wholesalers and plumbers and touted Gerber products’ value, their great margins, and opportunities for trade exclusivity.
Flushed with success
Wholesalers carrying Gerber as their largest product line increased 48 percent, toilet brand preference increased 30 percent, and faucet brand preference increased 20 percent.