American Standard Challenges Industry Norms With its Differentiated Advertising Campaign

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The 360-degree campaign offers a refreshing take on the bathroom fixtures highlighting functional superiority
Making yet another bold and different move to disrupt advertising norms in the sanitary ware category, American Standard (a part of Lixil) launched its brand campaign that is breaking the marketing category code, conversing with consumers like no brand ever has in this industry. (Photo: https://mma.prnewswire.com/media/765553/American_Standard.jpg )
Priced in the mass premium segment and offering a wide range of ceramics and fittings products, American Standard has been one of the fastest growing major brands in India ever since Lixil took over three years ago. The secret of its success has been by constantly disrupting established norms in this undifferentiated category. "This category has not evolved with the times," says Shubhajit Sen, Head of Strategy, Asia-Pacific . "At best, brands focus on building premium imagery and amorphous design differentiation. There is no consumer-centricity at all and consumers have no way to tell between high and low performing products. That's why deep discounts rule the market, eroding category value for everyone. With American Standard, we want to change the narrative in this industry."

But the biggest disruption yet has been in its translation of the overall business strategy to its communication strategy as seen in its latest campaign. Explaining the thought behind the campaign, Aparna Deshmukh, Senior Director Marketing, Lixil South Asia , said, "We want to appeal to upmarket, modern, young urban families. We know that decision-making has become more democratised in these families and relationships within the family members have become more friendly, equal and with a lightness of touch. We wanted to appeal to these sensibilities, but marry these insights with the core message of superior functional performance of our products."

The freshness of approach goes beyond traditional media. For the first time in the industry, American Standard has tied up with Mompresso, a leading blogging site for young mothers where core brand messages of health and hygiene are communicated in an appropriate context. Another first in the industry, American Standard has deployed hundreds of handheld devices at the store level. The devices help the consumer navigate the product portfolio, choose products and place orders at the store. Explaining the rationale, Aparna Deshmukh added, "The choices available in this category can be overwhelming for consumers. We have developed a simple tool for consumers to narrow down their choice by design and budget preference. Our tests show this adds real value at the last mile for our shoppers."

To view the TVC, please click on the links shared below:

YouTube links to American Standard campaign TVCs
https://www.youtube.com/watch?v=39gmk335tN4&feature=youtu.be
https://www.youtube.com/watch?v=UUTs__wDNtw&feature=youtu.be
https://www.youtube.com/watch?v=8GaNyg4XNbI&feature=youtu.be