Geberit, the European market leader in ‘advanced plumbing technology’ had brought the Terrain drainage business to give it some traction and a solid base in the UK. Although the Terrain brand was strong in the Commercial drainage market, its overall share was quite small and declining in the overall plastic drainage market. The business also needed a way to link the Terrain and Geberit brands in the UK 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 device to cross all messages and all media, as well as facilitating the impending name change. We dug deep and came up with a Mole to be the spokesperson for ‘Overflowing with helpful ideas’.