It’s rare these days to be confronted, out of the blue, with an industry first to take to market – or in this case out of the green…
In a nutshell, the brief was to ‘tell the world’ Lakes Bathrooms would be the first and is currently still the only manufacturer to feature ‘low-iron’ glass in its shower enclosures – at no extra cost.
Look at standard float glass on its edge and it will always be green – a tinge that extends over the surface, caused by high iron levels in the material. Low iron glass is, by contrast, ultra clear.
Our job was to name the innovation, launch it to the trade and feature it in the imminent edition of the customer brochure.
It was important to present this material advantage as another reason to believe the Lakes brand proposition of ‘Superior as Standard’, and it was launched as a no-cost feature across the range.
After the presentation of around twenty name options, the team settled on PureVueHD, reflecting the products principle advantage and connecting it in people’s minds to the extra clarity and sharpness of high definition TV.
A teaser ad and ‘countdown’ microsite piqued interest in the trade, before the full reveal across channels including press, email, social media, POS, PR, sales team samples and a new spread in the spring brochure.
Undoubtedly one of the joys of working with owner/manager businesses is the personal enthusiasm and passion they bring to the party – it can raise everybody’s game.
In this case, ebullient MD Robin Craddock was a tireless champion of what became PureVueHD, revelled in the fact the competition would be literally green with envy and actually hugged the chosen name when we revealed it, he loved it so much.