Embarking on an aggressive marketing campaign, Peerless® recently announced its new brand strategy designed to change its positioning and consumer messaging. The campaign will target retail and trade channels through an all-new advertising campaign, extending to interactive sites, along with the launch of a new Web site.

"Consumers recognize Peerless for combining affordability with dependability,"

Faucet Coach to the Rescue

Peerless Faucet was founded in 1971, targeting consumers seeking proven design, style and quality paired with easy installation. The brand offers a variety of faucets, fixtures and accessories for the kitchen and bath. New products will fit in three main categories: the basic "price fighter"

Campaign Elements

The new Peerless voice will encompass targeted consumer magazines, nationally syndicated home improvement radio programs and online media to increase traffic and build awareness of the relaunched Peerless Web site, www.Peerlessfaucet.com and its all-new site, www.faucetcoach.com, offering specific installation advice.

New consumer print ads will run this spring in home improvement, decorating and lifestyle consumer publications. The ads will focus on faucet installation and de-installation tips, encouraging consumers to take on do-it-myself (DIM) projects. Web ads also are scheduled, and radio shows will feature guest appearances by Peerless spokespeople. Additional consumer tools and product offerings can be found on the revamped Web site.

The redesigned Web site, www.Peerlessfaucet.com, offers a consumer-friendly navigation system so users can easily locate products and information. A new menu option links users to www.faucetcoach.com, offering valuable product and advice for removing the old faucet and installing a new one. The Peerless Web site even has a "Faucet Showoffery"