UK shower manufacturer, Triton Showers, has invested an initial six figure sum into an update of the brand and development of a national, multi-channel advertising campaign.
The bold move, which comes as part of a collaboration with Birmingham based communications agencies One Black Bear and WPR, makes Triton the first shower company in the UK to embark upon activity of this scale.
Headed by its new strapline ‘See you first thing Britain’, the initiative has seen the manufacturer develop a number of different ‘first thing’ personality types, encapsulating the country’s varied shower habits.
Richard Elwell, creative partner at One Black Bear, explains the process: "To do this, we developed the positioning of 'See you first thing Britain' and created a series of personalities to emphasise how although we all have different morning routines, we should all have one thing in common; a shower... a Triton shower, to be more precise.
"The TV ad aims to show non-clichéd shower scenarios and avoids talking about power, efficiency or ease of use but more about the emotional attachment we all have with the shower experience.”
A TV advert depicting each character’s morning routine will be showcased for the first time this autumn, set to air on ITV, Channel 4 and Sky, and will be supported by a comprehensive digital advertising schedule.
David Tutton, managing director at Triton Showers, observes: “As a business it’s a really exciting time for us. There is so much going on to reinforce our position as the number one shower brand in the UK and this new campaign reflects our growing dedication to meeting the ever-changing demands of the market.
“As the first shower manufacturer of our kind to commit to this scale of activity, we can reach consumers across the country on a number of different channels and help as many people as possible get off to the best start, first thing in the morning.”
One Black Bear were also tasked with the re-design of Triton's hero brand logos and product literature, as part of the manufacturer’s ongoing commitment to remaining the first port of call for the UK’s shower needs. A brochure titled 'First choice, for your first thing' was produced as a result.
The new brochure makes use of cutting edge interiors and intuitive sections to ensure consumers have everything they need to find their ideal shower.
The TV ad will air in autumn alongside the launch of an interactive web-based app created to encourage users to discover their own ‘first thing’ habits and the products best suited to their needs.