Fortune Brands Home & Security (FBHS) and its agency Havas Chicago are continuing to raise awareness for the top-selling faucet brand Moen by equating the brand with elegance and modernity in a new campaign.
The "Inspired By" campaign demonstrates the product's capability through five TV spots. The first “Power Clean, Inspired by Force” spot juxtaposes images of a thunderstorm storm, fire hose spigot, powerful hammer and a female boxer alongside the water pressure force from Moen’s faucets.
A second “Magnetix, Inspired by Attraction” ad uses pictures of people coming together and flowers turning toward the sun to illustrate the pull of magnets that allow Moen’s Magnetix handheld shower heads to release and snap back into the base.
Three additional spots for three other Moen innovations will follow in 2018.
“We took a fresh creative approach by bringing drama and passion to a category known for speaking to audiences about lifestyle,” stated Jason Peterson, chairman and chief creative officer, Havas Creative, U.S. “Moen’s innovations are strong but underappreciated. We created a bold, visual language to highlight the products and did so in ways to further modernize the brand and its emotional appeal.”
Last August, Havas Chicago launched the first Moen TV campaign since winning the account in December 2015. The "Buy It For" campaign retained Moen's 23-year-old "Buy it for looks. Buy it for life" tagline, while updating creative to show what the agency believes are authentic real-life moments.
Moen is currently benefiting from a resurgent U.S. home products market, which impacts over 70% of FBHS's sales. Plumbing sales, in particular, were up 15% during Q2 2017 and projected to reach 21% for the full-year thanks to growth in both new home and remodeling projects.
FBHS advertising costs--including product displays, media production costs and point of sale materials--amounted to $199.1 million, $195.4 million and $200.4 million in 2016, 2015 and 2014, respectively, according to the company.