Geberit has long been known for its strong B2B position focused on behind-the-wall sanitary product installations, such as cisterns and pipe fittings. With the acquisition of Sanitec and a range of other brands in 2015, the company’s focus shifted to include toilets, sinks, and bathroom furniture from, among others, Ifö. This shift led to the development of a new eye-catching B2C position for Geberit – with the concept of ‘DESIGN MEETS FUNCTION’ – targeted towards homeowners, architects, and interior designers.
However, a comprehensive brand analysis across the Nordic markets showed that the local brands Ifö, IDO, and Porsgrund already had brand presence and value perception among consumers. By maintaining these three brands as separate entities when executing Geberit’s B2C entry into Europe, the company would be in a stronger position. It was evident that consumers sought both local and international bathroom brands, and this insight led to the task of developing two distinct brand positions that complement each other.
To ensure relevance in the core target group and understand how the Nordic brands could be brought together under one brand positioning, Geberit conducted a comprehensive analysis across 2,000 homeowners in all four Nordic markets with help from Kunde & Co. By testing the homeowners’ attitudes towards nine possible brand positions while also comparing it to different target groups’ willingness to buy certain products, it was possible to define how optimum value could be obtained from the market. The analysis also helped gain insights about brand values that were the most important for building this brand position.
‘I have a place all to myself’
Based on insights from the test, a new brand platform was developed to unite Ifö, IDO and Porsgrund under the concept ‘Inspired by Nature’ – embracing Nordic heritage, nature, and design while also celebrating the products’ sustainability credentials and functionalities.
As an extension of the new visual identity, the first campaign was called ‘I have a place all to myself’. It was a testimony to how the peace and tranquillity of nature can be brought into the bathroom, creating a place for valuable alone time in an otherwise hectic everyday life. The mainstay of the campaign was an extraordinary brand film made with the creative ambition of differentiating the approach from the classic communication relating to bathroom interiors.
Based on insights from the test, a new brand platform was developed to unite Ifö, IDO and Porsgrund under the concept ‘Inspired by Nature’ – embracing Nordic heritage, nature, and design while also celebrating the products’ sustainability credentials and functionalities.
As an extension of the new visual identity, the first campaign was called ‘I have a place all to myself’. It was a testimony to how the peace and tranquillity of nature can be brought into the bathroom, creating a place for valuable alone time in an otherwise hectic everyday life. The mainstay of the campaign was an extraordinary brand film made with the creative ambition of differentiating the approach from the classic communication relating to bathroom interiors.
The film was available in its full format on the campaign site, and shorter versions were used on TV and online channels. The campaign ran across seven markets (including the Baltics) and delivered beyond expectations. It also opened up inroads to a uniquely creative universe for a renewed, collective brand position in the future.
