Houston launches Caroma Cleanflush toilet campaign without showing product
Bathroo
m design and manufacturer brand Caroma has launched its new rimless toilet, Cleanflush, with a print and online campaign created by Houston that does not show images of the product.
Not showcasing products in a campaign is a first for Caroma with the campaign instead aiming to highlight the benefits of the product for the consumer.
Houston general manager, Joanna Lilley, said: “It was vital that we built a platform and campaign that generated cut-through and a strong connection between brand and audience.
“We wanted to create something very different to what we normally see in the world of bathrooms and toilets.
“We may have moved away from the standard bathroom shots, but the overall approach still remains true to Caroma’s brand values.
“This campaign will not only drive product awareness but generate a greater brand connection among Caroma’s target market.”
Work undertaken by Houston included the development of a new logo and brand mark for Caroma Cleanflush, print and online advertising and consumer and professional brochures.
Credits:
- Alex Toohey – Creative Director
- Erin Fraser – Art director
- Bianca Pietrzak – Senior Account Manager
- Greg Logan – Copywriter
- Cara Meade – Strategic Planner
- Media Agency:
- Bohemia
