BATHROOM & KITCHEN TODAY08 Nov 2013
Moen Incorporated makes a statement with new global ad campaign
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With the launch of its latest global advertising, Moen, a prominent faucet brand in North America, wants homeowners to see how a small project, like installing a new Moen faucet, can make a big impact. The brand’s newest ads are based on a simple premise, just as a statement piece necklace can transform the look of an outfit, a statement piece faucet can also transform the look of a bathroom.

The campaign was created by The Martin Agency and will air in the U.S., India and Canada and feature beautiful, thoughtfully designed Moen faucets that were developed specifically for each country.

“Our industry often thinks of faucets as the jewellery of the bathroom,” said Tim McDonough, vice president, global brand marketing, Moen Incorporated.

“The perfect faucet can add glamour and style, and highlight a homeowner’s personal taste. At Moen, we understand the impact a faucet can make. The goal of our latest advertising campaign is to help consumers see for themselves how a new faucet can make a statement in their own homes.”

To bring this idea to life, Moen and The Martin Agency invited jewellery designers from around the world to submit sketches of necklaces that were inspired by several of Moen’s distinct, statement-piece faucets. From these sketches, select jewellery designers were chosen to create one-of-a-kind necklaces, which embodied unique design elements from each faucet. The artists selected include Sarah Loertscher and Gina Pankowski from Seattle, Sarah Chapman of Minneapolis, Andrea Blais of Calgary, and the TV commercial’s director, Johan Perjus of Sweden.

In the ads, each unique, statement necklace literally transforms into the faucet that inspired it, revealing the dramatic transformation the faucet provides to a space.

“Moen has long been known as a leader in innovation, reliability and durability,” McDonough added. “We believe these new ads will open consumers’ eyes to the wide variety of beautiful, statement-piece faucet styles that Moen offers today.”

The faucets featured in the U.S. ads include the Weymouth, 90° and Arris bathroom collections. The new commercials have appeared on major cable networks, including HGTV, Food Network, USA and the Cooking Channel this month. The accompanying print campaign was shot by fashion photographer Amber Gray and still life photographer Lisa Shin and will appear in a number of publications that started late 2013.

Moen offers a diverse selection of thoughtfully designed kitchen and bath faucets, showerheads, accessories, bath safety products and kitchen sinks for residential applications – each delivering the best possible combination of meaningful innovation, useful features, on-trend styling and lasting value.