Geberit promotes hygiene and well-being
Challenging cultural conventions is never going to be easy, but when it comes to the Western practice of using toilet paper instead of water for cleaning, it’s hard to understand why it isn’t questioned more often. No one can argue with water’s ability to make us feel clean. We use it to wash our bodies, our hair, our teeth, our hands and faces, so why do we settle for toilet paper when it evidently can’t clean us as efficiently as water?
That’s why Geberit has launched a first of its kind with the “I Love Water” campaign for the UK, to try to put the facts in front of the consumer, encouraging them to question these culturally ingrained habits. Using water in the toilet may seem like a huge leap for some, but if we never tried to improve personal hygiene and comfort in the toilet, we’d still be using squares of newspaper or tracing paper to clean ourselves.
Geberit launches its i-love-water marketing campaign this month to educate customers about the benefits of its Geberit AquaClean WC, which uses water from an adjustable shower spray to clean the user. The product will launch to the public at the Ideal Home Show and this will mark the beginning of the heavyweight consumer-focused campaign, including print and consumer advertising, that is aimed at changing consumer bathroom habits and challenging the norm. Adverts will appear across both print and online media, with a strong focus on high-circulation national consumer magazines like Ideal Home, Country Living and Good Housekeeping, and popular national newspaper supplements like the Sunday Times Magazine and the Mail on Sunday’s YOU magazine. In line with the growing importance of digital media, the campaign will also have a strong advertising presence on Google, interiors websites, digital newspaper sites and ‘on demand’ TV websites like ITV Player and 4OD.
The print and online advertising campaign will link back to a dedicated website - www.I-love-water.co.uk - which is also an accessible and valuable resource for dealers keen to help their customers see the benefits of water rather than paper. It provides full product descriptions, showing how customers can convert their existing WC to clean with water, even if they don’t want to upgrade the whole toilet.
Geberit will be offering full marketing and sales support to dealers who want to become Geberit AquaClean Partners, backed up by eye-catching POS, product displays, brochures and event support. Partners will receive full product and sales training to ensure maximum confidence in this exciting new development in personal hygiene.
“The key is in education, both for retailers wanting to understand the benefits of Geberit AquaClean, and for customers who are unfamiliar with this easy-to-use and comfortable method of personal hygiene,” commented Mark Larden, Managing Director for Geberit UK.
“Through this education we hope to create a category for toilets that clean you with water in the UK. We are confident that with our Partner support, this will be the start of a campaign which will dramatically change Britain’s bathroom habits.”
For further information: 0800 032 9629 or www.I-love-water.co.uk