Geberit, ‘advanced plumbing technology’ had brought the low-tech Terrain drainage business to give it some traction and a solid base in the UK. This now posed two problems. Firstly, the intention was at some point to drop the Terrain name in favour of Geberit. Secondly, Terrain was out of kilter with the market: brand share was declining and it needed a serious boost – effectively a re-launch.
To build awareness and demand to increase sales, branding with longevity was required. Research underlined how builders, plumbers, other specifiers and merchants looked for help from their suppliers to ease their workload. Eschewing the superficial “turn your ideas into reality”, we elected to focus on a corporate brand message. But we also needed a highly memorable branding to cross all messages and all media, as well as the impending name change. We dug deep and came up with the Mole to be the spokesperson for ‘Overflowing with helpful ideas’.