Having worked with Thrislington for many years we had helped them successfully pioneer a profitable niche market, with the creation of the premium sector for pre-fabricated toilet cubicles. The competition, mainly larger and more diversified brands, watched, envied and then acted. They improved the look and functionality of their products; they upped their marketing, investing their greater resources in more advertising, better literature and website; employed more salesmen and aggressive pricing.
We needed to protect and then increase the level of price premium, whilst introducing new line extensions, to leap back ahead of the competition.
Working closely with the client, a new fully integrated ad campaign, literature suite and website were developed. Specifically, we had to make Thrislington the best known and best respected brand amongst the more tightly defined target audience of key specifying architects. The advertising re-presented the core brand values (quality of engineering and design = value for money) in a way that was both relevant and creatively outstanding to justify the massive price premium as well as opening a dialogue with architects not known to them. We needed more of everything – but on an unchanged budget.
