Energizing a low-engagement category
Bathroom fixtures rank low in brand awareness. While most homeowners know the color of their toilet, few can name the brand. And other than water savings, the category has lacked meaningful news for decades as brands jockey with one another touting slight tweaks to traditional product appearance. American Standard seized the opportunity to shake things up by introducing a revolutionary self-cleaning toilet. While the product was an engineering feat, the challenge was to get homeowners to notice.