If your industry (or product) is associated with a stereotype or image, sometimes the only way to beat it is to own it.
In a new marketing campaign, Liquid-Plumr turns the embarrassing stereotype of “plumber’s crack” into a badge of honor. Everyone, it says, can proudly display the fashion faux pas simply by removing clogs with the product.
“By turning a humorous stereotype into a badge of honor, we wanted to portray empowerment and confidence,” Tiffany Leung, associate brand director for Liquid-Plumr, tells Marketing Daily. “The idea of celebrating our inner plumber was inspired by our brand name and our history of providing the power of a plumber in a bottle.”
A commercial from FCB Chicago that begins airing this week depicts various people in a variety of situations (gardening, in a pool, bowling) with their pants slung low and their coin slots showing. The spot ends with a woman using Liquid-Plumr on a bathroom sink as a voiceover explains the premise, “There’s a Plumr in all of us.”
“We believe that after seeing the advertising, people will feel empowered to be their own plumber because Liquid-Plumr doesn’t just destroy the toughest clogs, it makes destroying the toughest clogs easy,” Leung says.
In addition to the television commercial (and a humorous behind-the-scenes video), the brand will engage social media influencers in three categories: home improvement, Millennial “girlbosses,” and men’s lifestyle and humor to expand the campaign, Leung says.
The brand has also partnered with Helmets to Hardhats, a not-for-profit that connects servicemen and -women with post-service career paths in plumbing, building and construction, Leung says.