Utilising the Aalberts colour palette to create striking impact at point of sale, Rare initially created campaigns for two of the principal product ranges, Pegler Bulldog thermostatic radiator valves and the VSH Tectite push-fit metal plumbing system.
For Tectite, the individual product types were repositioned to give each a clear purpose and help educate the installer on the best solution for a given application. An overall campaign message was developed, Expect More. This amplified the brand promise and was further supported by a series of further “Expect” statements. These campaign statements were expressed as short “bite-sized” phrases for use in social media and digital advertising, but also expanded into fuller, detailed explanations for use across literature and websites.
Merchants were equipped with a comprehensive point of sale pack, used by the Aalberts sales teams to boost sales engagement and bring new stockists on board.