Pilkington’s had lost their historic brand leadership. They had become sales force led, with no firm image of the brand and its benefits, resulting in not realising their full sales potential.
Greater focus to the activity was needed. We did desk research on the market; research into the awareness and attitudes of specifiers; depth interviews with architects/kitchen specialists; consumer focus groups.
Tiling is all about design. But design is terribly clichéd and over used in this market. All manufacturers just show tiles – and they all look pretty similar.
So we took the moral high ground in with “Art. The Purest Form of Design”. This campaign successfully demonstrated Pilkington’s understanding of the creative vision, recapturing leadership in the hearts and minds of specifiers with this brand repositioning.