House of Rohl Competitors

Part
01
of six
Part
01

Kallista Marketing and Advertising

Kallista’s main marketing taglines are “Live The Artful Life” and “Live Artfully.” The majority of its marketing materials focused on the Grid Collection. Images for Kallista’s marketing and advertising in the US over the past 24 months have been provided on the attached Google Document.

PRINT

  • In April 2017, Kallista's Taper by Bjarke Ingels sink faucet was featured in the Baths section of Architectural Digest.
  • In May 2017, Kallista's Script collection and Laura Kirar vanity were featured in the Kitchen and Bath section of Interior Design.
  • In July 2017, Kallista's Multiere 45" Kitchen Sink, One Console, Pinna Palette Sink Faucet, and One Freestanding Bathtub were featured in the One Sweet Life and the Hampton Social section of Traditional Home.

DIGITAL BANNERS

  • Kallista has used the taglines “Live The Artful Life” or “Live Artfully” for its digital banners from 2017 to 2018.
  • Its adverting for the Sommerville Bath & Kitchen products from January 4, 2017 to January 9, 2017 also featured the words "Greek for Most Beautiful."
  • Its adverting for the ST*LOUIS products from June 12, 2017 to August 17, 2017 also featured the words "Discover an artful touch with the new Script Decoration collection."

ONLINE VIDEO SPOT

  • Kallista’ YouTube channel released a video two years ago called Saint-Louis Crystal Creation Process that featured its partnership with “the world’s most prestigious glassmaker, Saint-Louis to produce exquisite crystal knob handles like no other.”
  • One year ago, the channel released a video called Discover Grid to promote its new “grid faucet in the distinctive new Kallista finish, Matte Black.”
  • Kallista has also released a video to promote its Grid Sink Faucet and Cube Handles in April 2018.

WEBSITE

  • Kallista's Press and Advertisement web pages contain marketing and advertising.
  • From 10 January, 2017 to February 19, 2019, Kallista’s press releases featured new products such as console, baths, and decorative knobs by Saint-Louis, Widespread Sink Faucet, Grid Collection, solid cast bronze vessels, and others.
  • However, its advertisement page contains only posters published in January 2016.

SOCIAL MEDIA

  • Kallista's Facebook page has posted content to promote its Grid collection on October 12, 2018 and December 21, 2018.
  • Its Twitter and Instagram accounts featured similar posts with the Facebook account.
  • There are no new posts published on Kallista's Pinterest account over the past two years.

Part
02
of six
Part
02

Dornbracht Marketing & Advertising

Dornbracht has marketed its products on its official website, social media platforms, brochures, and newsletters. These platforms offer information on the various products, content that would intrigue and engage consumers, and the on-goings in the company.

Overview

CONTENT MARKETING STRATEGIES

  • With videos of high-quality footage and intriguing links to cultural projects, the company offers a lot more than just product information, thus engaging its audience.
  • The most important medium is the corporate website, which offers a presentation of its products and services.
  • In addition, social media channels such as Twitter, Facebook, Google+, Pinterest, and YouTube are intensively utilized to interact with consumers.
  • The recently launched Dornbracht LIVE gives a behind-the-scenes glimpse into Dornbracht, poses questions, and encourages discourse. The UPDATE Newsletter is critical in providing Dornbracht’s customer base-specific information.

WEBSITE HOME PAGE

  • The Dornbracht website meta pages include finishes, interior styles, minimalism, and professionals available in the US and Canada.

Trade shows

  • At ICFF 2017 in New York City, Dornbracht featured the launch of its new bathroom series VAIA.
  • At the 2016 BDNY trade show, Dornbracht makes a creative appearance.

PRINT

  • Dornbracht’s newest faucet, CL.1, was recognized by Interior Design magazine for its 2015 Best of Year Awards winning in the bath fittings category.
  • Dornbracht Meta’s brochure provides an in-depth look into the META product range.

SOCIAL MEDIA

  • Dornbracht initiates a social media appeal on the subject of the transitional style using the hashtag, #createanewbalance.
  • In July 2017, Dornbracht called for a cross-platform debate on the transitional style interior design trend, (s3) for individual interpretations. This is in order to comprehend the look as holistic and progressive.
  • Dornbracht provides insights into the collaboration with Rafael de Cárdenas and Neri&Hu on its own social media channels.
  • Its advertising efforts across its social media channels are:
    • This is their Facebook page. The latest post is accompanied by an image of a calming blue ocean and the contrast green of the rain forest. This is accompanied with the text "enjoy a deep sense of well-being thanks to a gentle curtain of water droplets."
    • This is their Instagram account. Dornbracht's Instagram account has 433 posts and 22,300 followers.
    • This is their Twitter account. The latest tweet is an advert of its event at ICFF where they will showcase #design series META and other exciting bathroom novelties. The event is scheduled for May 2019 at Booth 2439, Javits Center NYC.
    • This is their YouTube channel. The latest post is about one of its products, AQUAMOON ATT: A Unique Luxury Shower by Dornbracht. This channel has 1,556 subscribers.
    • This is their Pinterest account. They have over 1,070 followers and most posts are about bathroom and faucets.

Part
03
of six
Part
03

Devon & Devon Marketing & Advertising

The majority of Devon & Devon’s marketing materials across various channels featured the company’s main tagline "Created in Florence, Inspired by the World."

OVERVIEW OF MARKETING/ADVERTISING BY DEVON AND DEVON

  • Devon & Devon has utilized common messaging words across various channels such as website, online store, print ads, social media, and TV spots.
  • The tagline used for marketing materials published over the past 24 months is "Created in Florence, Inspired by the World."
  • The company has not launched any coordinated ad campaigns over the past 24 months.
  • There are no one-off advertisements specific to a single channel as the ads were being used interchangeably across various platforms such as social media, website, print, and online video.

WEBSITE

  • Devon & Devon has used still HD banner pictures and narrative videography to showcase product launches at the Armaggan Bosphorus Suites (Istanbul), Blakes Hotel (London), Iranian Embassy (Vienna), and other cities around the world.
  • The company uses emotional and simple messaging on their home page by featuring city architecture pictures, an explanation of their heritage presence in Florence since 1989, and its tradition of using quality materials and craftsmanship.
  • Phrases such as “an expression of taste, made with timeless products,” “the city's art, architecture and craftsmanship are the foundation of our brand's passion,” and others express the company’s experience in the industry and its global presence.
  • The Heritage” video on the homepage is used to connect its heritage with consumers using their products across different lifecycles.
  • The main tagline used is "Created in Florence, Inspired by the World" while the phrases "Idea of Home" and "Our Florentine Heritage" also appear throughout the website.

PRINT

  • Devon & Devon’s 2018-19 catalog featured its profile, products, features, and heritage craftsmanship. Along with the main tagline "Created in Florence, Inspired by the World," phrases such as "Projects are in the DNA of Devon & Devon" also appear throughout the catalog.
  • The company’s online newsletter is expected to feature marketing materials, but a subscription is required to view its content.
  • The company bathroom products have been featured recently on Interior design magazine. The articles are accompanied by the tagline "Created in Florence, Inspired by the World."

SOCIAL MEDIA

  • Devon & Devon’s Facebook page featured a post that promotes its Zelda vanity table with the main tagline "Created in Florence, Inspired by the World."
  • Its Instagram posts contain the company’s products, catalogs, events, projects, and press, and most of the posts featured the tagline "Created in Florence, Inspired by the World."
  • The company’s Pinterest account featured HD standalone pictures of their vanity unit, console, and other products.
  • Every video released recently on its YouTube channel featured the company’s products and features along with the tagline "Created in Florence, Inspired by the World."

DIGITAL BANNERS

  • Devon & Devon’s online outlet (store) featured a slideshow of their products.
  • Each image contains product features and material details of each item along with pricing.

TV AND ONLINE VIDEO SPOTS

  • Devon & Devon has posted a TV ad on Hezi Bank TV that featured Teresa Tanin about the company's products and features.
  • The company has not released any online video spots on social media channels, online TV, website or other online sources.

Part
04
of six
Part
04

Grohe Marketing & Advertising

In 2018, Grohe partnered with technology expert Amber Mac to market its products through YouTube videos and online content. Grohe's visual style is consistent throughout its social media accounts, TV spots, website and print except for three instances (a TV spot, YouTube and Facebook, noted above).

EVENTS

  • Grohe helped sponsor the 2018 Innovative Showroom Awards in Orlando at the Orange County Convention Center. At this event Grohe was able to connect to consumers looking to feel and experience products before buying them.
  • In NYC, Grohe created the GROHELIVE! Center, which is an interactive showroom to allow for inspiration and collaboration among consumers.
  • Amber Mac's Facebook profile has a post about her event for Grohe in NYC. That day one won a prize valued at $999.00.

PARTNERSHIP

  • The technology expert Amber Mac partnered with Grohe for their North American campaign. Mac serves as ambassador to the brand by offering information about Grohe at events, through a video series, and through online campaigns.
  • In this article you will find additional information about Amber Mac's partnership with Grohe.

SOCIAL MEDIA

  • Grohe's Facebook profile has a logo image that is different from the image displayed in the other social media profiles. They allow for private messages as well as public posts. They encourage fans to begin conversations.
  • Grohe's Twitter account includes videos and links to content.
  • Grohe explains its relationship with its customers on social media here.
  • YouTube videos on Grohe's products featuring Amber Mac.
  • Grohe's Instagram account will give you access to videos and pictures of Grohe's products.
  • On Houzz, Grohe's profile includes ideabooks and catalogs about their products.

grohe's PUBLIC image

GROHE'S VISUAL LOOK

  • In this Google doc, we included pictures of the only two exceptions to Grohe's visual style on the Internet. Due to this two differences, we say that they use both coordinated ad-campaigns across all channels and specialized, one-off advertisement for specific markets.
  • Grohe's website uses a consistent style that is prevalent throughout all of its social media accounts and other forms of advertisement.
  • Grohe's brochures show its visual style in print. It is consistent with the style displayed on its social media profiles.
  • A TV commercial for Grohe that shows its consistent navy blue and white logo. (Source 16)
  • TV commercial with an all-white logo.
Part
05
of six
Part
05

Brizo Marketing & Advertising

The majority of Brizo’s marketing and advertising materials featured the tagline "Brizo is a luxury fittings brand for those who understand that fashion isn’t just about clothes—it’s a lifestyle." Images of its marketing materials have been provided on the attached Google document.

WEBSITE

  • The website featured the tagline “Brizo is a luxury fittings brand for those who understand that fashion isn’t merely about the clothes they wear—it’s about their entire lifestyle” along with other messages such as “Be inspired to create a unique space all your own,” “Innovation inspires everything we do,” and others.
  • Images and videos were used to showcase its bathroom and kitchen fitting products.
  • The website only stated that its TempID Technology would provide consumers information on the temperature of the water.

SOCIAL MEDIA

  • In 2018, Brizo’s YouTube channel released a video of the company participating in the KBIS 2018, an annual competition for the kitchen and bath industry, and featured the tagline “Cadillac of the kitchen and bath fittings world.”
  • In 2017, the channel released a video that featured the Litze Kitchen Collection.
  • Brizo’s recent Facebook posts were published to promote its Baliza and Levoir collections and featured the tagline “Brizo is a luxury fittings brand for those who understand that fashion isn’t merely about the clothes they wear—it’s about their entire lifestyle.” The posts focused on the company’s traditional designs with a new twist.
  • Brizo’s recent tweets also promoted its Baliza and Levoir collections and featured the tagline “Brizo is a luxury fittings brand for those who understand that fashion isn’t merely about the clothes they wear—it’s about their entire lifestyle.”
  • The company has also tweeted that it won the Best plumbing award in 2019.
  • The company’s latest Instagram post featured its Brizo faucet bathroom range with polished gold finish look and featured the tagline “We create distinctive designs that don’t just complete rooms - they inspire spaces.”
  • The company’s latest Pinterest posts also featured the Brizo collection with the tagline “Brizo is a luxury fittings brand for those who understand that fashion isn’t merely about the clothes they wear—it’s about their entire lifestyle.”

PRINT

  • In September 2018, ad agency Young & Laramore partnered with Brizo to launch the #TheBeautyofConcrete marketing campaign.
  • The print ads focused on the company’s new line of luxury faucets featuring SmartTouch technology.
  • The campaign featured taglines such as “To break the mold, we cast new ones” and “Nature, unobstructed. Beauty, unabstracted.”
  • Brizo’s latest catalog contains kitchen and bathroom fittings along with the details on designing and 3D models used. No taglines were used.

Part
06
of six
Part
06

Waterworks Marketing & Advertising

Waterworks appears to be using one-off advertisements specific to a single marketing channel like Instagram, Facebook, book launch, website home pages; as no common tagline/advertisement campaign was found among the marketing channels used by Waterworks’ and have similar promotion strategy within the last 12-24 months.

WATERWORKS MARKETING & ADVERTISING

  • Waterworks' social media strategy includes designing a content program (Instagram, Facebook, and Twitter) that focuses on the premier status of the brand, which led to an increase in Instagram follower acquisition of over 155,000 in 2018.
  • Waterworks’ ongoing Instagram advertising campaign targets interior designers that continues to grow Instagram engagements.
  • They additionally advertise themselves through email programs, with the focus on “executing the strategy, creative direction, photo shoots, story concepts, and copy that shifted the email designs to cleaner, more dynamic, modern and mobile-friendly messaging.”
  • The company released its first comprehensive kitchen catalog, web navigation, and content in 2018 which presents all the product assortment, design process, quality, and customization in one place.
  • Company’s Twitter profile is blocked and is accessible for approved followers to see their Tweets, hence no marketing information could be identified from this medium.
  • Waterworks currently has 4,177 followers on Twitter, a 50 percent increase in 3 years and has 12,984 fans on Facebook, more than 89 percent increase in 2 years.

MESSAGING / TAGLINES BETWEEN DIFFERENT MARKETING CHANNELS

  • Waterworks' leverage through their content on their webpage “Get Inspired” on their website.
  • They also collaborate with other industry leaders through activations for Barbara Sallick’s “The Perfect Bath” book launch, and Waterworks' Isla collaboration with jewelry designer Jill Platner with a #MeetYourTowelMatch program.
  • Facebook’s active ads from Waterworks US includes three major taglines/headlines stating “Objects of desire for a truly personal retreat”, “From industrial to modern to traditional styles, our fittings collections allow you to create a uniform look or an inspired mix” and “The ultimate bath & kitchen inspiration, delivered to your inbox.”
  • Waterworks' Instagram page profile focuses on “ #ThePerfectBath and kitchen”; whereas no taglines were found through their Pinterest page.
  • Cool Gray Seven helped launch Waterworks’ advertising campaign & catalog with a tagline, “all the necessary ingredients” to build credibility in a new product category on the launch of its new kitchen brand.
  • The taglines over time have remained the same and hence we concluded that their marketing strategy is the same in the last 12-24 months.

ADVERTISEMENTS SPECIFIC TO MARKETING CHANNELS:

  • Waterworks appears to be using one-off advertisements specific to a single marketing channel like Instagram, Facebook, book launch, and website home pages as no common tagline/advertisement campaign was found among the marketing channels used by Waterworks’

CREATIVES

RESEARCH STRATEGY

To describe how Waterworks marketed its products in the US over the past 12-24 months, we started our research by looking through the company website/social media pages and we used the links on the website to visit their social media accounts like Facebook, Instagram, Twitter, Pinterest and found the details regarding their social media campaigns/taglines/advertisements within the past 12-24 months.

In order to locate information about print adverts, we looked at the media publications/articles from Cool Gray Seven, Business Home, Soap Box Strategists, among others, and found book launches and other collaborations which have been considered as print advertising campaigns. However, no digital banners, TV spots, and online video spots were found during the period mentioned.

Subsequently, we searched in advertising industry databases such as Adforum, Yumpu, and Adage Adforum but Waterworks company was not available on these databases. Thus, once again, this search was futile and we could not locate any digital banners, TV spots, and online video spots during the period mentioned. Therefore, we concluded that over the past 12-24 months, waterworks has not used digital banners, TV spots, and online video spots for any advertisement. As the taglines over time have remained the same and hence, we concluded that their marketing strategy is the same in the last 12-24 months.



Sources
Sources

From Part 01
Quotes
  • "KALLISTA is known for its designs of luxury plumbing products, offering faucets and fixtures thoughtfully created for tasteful, whole-bath solutions. KALLISTA is available in fine showrooms in major cities throughout the world. Kallista, along with sister brands Ann Sacks Tile and Stone, Inc., and Robern mirrored cabinetry and vanities, is a division of the Kohler Co. Decorative Products Group, a wholly owned subsidiary of Kohler Co."
Quotes
  • " KALLISTA Retweeted Design Milk ‏ @designmilk 25 Oct 2018 More On October 29th from 6-9pm, follow along for an insider view of the #DecadesOfDesign party at the Kohler Experience Center celebrating @Robern's 50th design anniversary + preview the 2019 collection by @Robern, @KALLISTAfaucets and @annsacks!"
From Part 04
Quotes
  • "The 2018 Innovative Showroom Awards are exclusively sponsored by American Standard, DXV, and GROHE — the brands that comprise LIXIL Water Technology Americas, aiming to improve health, increase sustainability, and enhance the quality and beauty of everyday life."
Quotes
  • "The official launch of the Grohe partnership, held at the flagship Grohe Live! Center in New York City, included a live Facebook broadcast hosted by Mac. It highlighted the brand’s products through demos and commentary."
Quotes
  • "GROHE America has an office located in the heart of the Flatiron district that houses the GROHELIVE! Center, an interactive showroom created for inspiration and collaboration."
Quotes
  • "Do you own or use GROHE products? Submit a GROHE product review for a chance to win a GROHE Ladylux Café Kitchen Faucet in SuperSteel. "
Quotes
  • "GROHE provides kitchen & bath solutions that meet the highest standards of design, quality, technology, and sustainability."
Quotes
  • "The GROHE social media (Facebook, Twitter, Instagram, Pinterest, etc.) pages are a way to interact directly with our fans. We welcome you to share your personal stories, let us know your opinions, and post your suggestions and thoughts. We want you to feel comfortable interacting with other GROHE fans and being active in the community!"
Quotes
  • "Our GROHE EcoJoy™ technology has long been a self-evident part of many of our faucets and showers. It helps save up to 68 percent of water used – and truly lives up to its name."
Quotes
  • "The official GROHE channel - showing design trends, product innovations and installation videos."
Quotes
  • "World's leading provider of premium faucet & shower products."
Quotes
  • "The bathroom is now a place for rejuvenation and relaxation and a real pampering zone. Whether it’s a quick energising shower first thing in the morning or a long, lingering candlelit soak before bed, our extensive range of faucets, showers and accessories will let you create the bathroom of your dreams."
Quotes
  • "“We’re eager to share GROHE’s commitment to delivering Canadians exceptional experiences through its innovative portfolio, and Amber’s focus makes her a great fit to help us share this story,” said Isabel Carvalhana, brand manager, luxury/premium for LIXIL Canada Inc. “With Amber, we can communicate our pillars of technology, quality, design and sustainability through events, a video content series and online campaigns that are all part of this exciting new partnership.”"
Quotes
  • "I'm ‘tapping' in as GROHE's new brand ambassador and to kick off our partnership I'm touring the flagship GROHE Live! Center in NYC on June 1st at 1pm ET. Watch here live and one lucky fan will win a prize valued at $999.00 - see pic (we will pin rules and regulations when we go live"
Quotes
  • "For many decades GROHE has launched countless new innovative, design-driven and award-winning bathroom and kitchen fittings to the market."
Quotes
  • "Our portfolio of kitchen faucets will exceed your expectations."
From Part 05
Quotes
  • "Brizo creates high-end collections for the kitchen, bath and shower that are constantly pushing the limits on design, craftsmanship and innovation"
Quotes
  • " Inspired by the revival of the arts and crafts movement, the new Litze Kitchen Collection melds a clean, contemporary sensibility with an artisanal touch. A true testament to shape and form, the collection features a simplistically beautiful bent tube spout rendered in three distinct shapes to complement a variety of design aesthetics."
Quotes
  • "We create distinctive designs that don’t just complete rooms - they inspire spaces. "
Quotes
  • "Young & Laramore debuted a stunning new series of print ads focusing on Brizo’s luxurious products."