LINDON, Utah — Since its inception in 1973, Aquatherm has evolved into a manufacturer of plastic pipe systems for plumbing, air-conditioning, heating and industrial applications. The family enterprise conducts business in 75 countries around the world with a North American presence that has vastly expanded in recent months.
In keeping with this strategic realignment, Aquatherm has introduced their “state of the pipe” slogan and logo to the North American market. The Aquatherm brand is the expression of the company’s corporate performance, which is based on long-term corporate visions and values.
Aquatherm manufactures and supports polypropylene piping systems that meet highly technical standards while providing customers a reliable, environmentally friendly, longer-lasting solution.
“we’ve got a pipe for that”
Over the last decade or so, contractors, engineers, building owner and facility managers (among others) experienced firsthand the benefits Aquatherm’s polypropylene piping systems offer. Yet every day – probably every hour in the U.S. and Canada – someone says: “I didn’t realize that we could use Aquatherm for that.”
The new campaign line speaks directly to contractors, engineers, building owners and facility managers who need piping solutions for a wide variety of applications. The slogan positions Aquatherm as the one manufacturer with the expertise and solutions designed to solve tough challenges. “We’ve got a pipe for that” will be presented as the payoff to headlines that directly state a customer’s specific challenge.
The campaign headlines are designed to identify an application and position competing piping systems as a less-than-ideal solution or unable to meet the requirements of the installation in a single piping material/joining method.
“We’ve got a pipe for that” allows the company to present its unique product differentiators throughout the tenure of the campaign. Differentiators will include system longevity, ease of installation, widespread code approvals, seamless joints, light weight, impact resistant and high-temperature (180 F at 100 psi) resistant to name a few.
The ultimate goals of the new slogan and campaign are to create interest, position Aquatherm as a solutions provider and motivate its potential customers and partners to find out more or call Aquatherm early in their specification processes.
Both of these new branding assets will be heavily exposed in 2016.