Strategic design agency Houston has created a new brand identity and humorous launch campaign for Caroma to introduce its innovative new bathroom product – Cleanflush.

A category breaking product, Caroma Cleanflush is a rimless toilet so efficient and powerful that consumers can spend less time cleaning and more time doing the things they love. To launch this landmark innovation, Houston was tasked with disrupting the category and generating awareness of the new standard in bathroom technology.

The result is a campaign built on the strategic platform of ‘A Cleaner Clean’, which includes a variety of headlines including ‘It’s time to Come Clean’ and ‘Clean less. Live more’ – highlighting the product’s key benefits to the consumer.

And in a brave move, and one entirely new for the Caroma brand, the product itself has been removed from the hero campaign executions.

“It was vital that we built a platform and campaign that generated cut through and a strong connection between brand and audience. We wanted to create something very different to what we normally see in the world of bathrooms and toilets.” explained Houston general manager Joanna Lilley.

“We achieved this by portraying humorous and relatable characters coming clean with their bathroom crimes such as ‘left the seat up’ or ‘refusing to scrub’.

“We may have moved away from the standard bathroom shots, but the overall approach still remains true to the Caroma brand values. This campaign will not only drive product awareness, but generate a greater brand connection among Caroma’s target market.”

Cathleya Buchanan, commercial and residential marketing manager adds: “Caroma has a proud history of more than 75 years of category leading bathroom innovations and Caroma Cleanflush toilet technology is a game changer for our customers. We are thrilled with the creative and transformative approach from Houston that this campaign has delivered.

“We’ve already experienced unprecedented demand for this new product innovation. The response from our social media channels has also been overwhelmingly positive with one post of the flush generating more than 220,000 views.”

Work undertaken by Houston included the development of a new logo and brandmark for Caroma Cleanflush, print and online advertising, and consumer and professionals brochures.

CREDITS

Alex Toohey – Creative Director

Erin Fraser – Art director

Bianca Pietrzak – Senior Account Manager

Greg Logan – Copywriter

Cara Meade – Strategic Planner

Media Agency: Bohemia