American Standard Canada Launches New Brand Campaign "Welcome to the Big Leagues"
Jun 20, 2018
MISSISSAUGA, June 21, 2018 - American Standard, part of the LIXIL Corporation, maker of pioneering water and housing products, has announced today the launch of its new marketing campaign in Canada, ‘Welcome to the Big Leagues’. The campaign amplifies American Standard’s position as industry leaders while playfully humanizing everyday bathroom experiences and leveraging the brand’s valued partnerships with the Toronto Blue Jays™ and centre fielder Kevin Pillar.
“Making it to the big leagues is the colloquial equivalent of being at the top of your game, be it in sports, accomplishments or leadership. At American Standard, we are the leaders when it comes to kitchen and bathroom innovations - an accolade that makes us extremely proud,” says Isabel Carvalhana, Brand Manager, LIXIL Canada Inc.
At the core of the campaign is American Standard’s ‘Big League innovations’, an industry-leading kitchen & bath portfolio highlighted by high-performance products such as the recently-launched VorMax Plus® self-cleaning toilet, and the new Beale MeasureFill™faucet, one of the first on the market to deliver an adjustable set volume of water.
As part of its multi-year partnership with the Toronto Blue Jays™, the campaign will feature in-stadium activations, contests, special events, and digital and social media amplifications. ‘Welcome to the Big Leagues’ is a concept that will extend beyond the regular baseball season as an integral part of the American Standard brand narrative in the Canadian market.
“Through this integrated campaign, our goal is to ensure American Standard continues to stay the brand of preference for Canadians. Although our products and innovations are recognized for their high performance and quality, we have never before had such a robust Canadian-centric campaign that is targeted to our unique consumers. This campaign will ensure that the brand continues to be relevant with Canadian audiences, as we candidly have fun with bathroom humour,” added Carvalhana.
Beale®and Re-Trax®are registeredtrademarks of AS America, Inc.
MeasureFill™ is a trademark of AS America, Inc.
LIXIL makes pioneering water and housing products that solve everyday, real-life challenges, making better homes a reality for everyone, everywhere. Drawing on our Japanese heritage, we create world-leading technology and innovate to make high quality products that transform homes. But the LIXIL difference is how we do this; through meaningful design, an entrepreneurial spirit, a dedication to improving accessibility for all, and responsible business growth. Our approach comes to life through industry leading brands, including INAX, GROHE, American Standard, and TOSTEM, as well as specialty brands such as DXV. Over 70,000 colleagues operating in more than 150 countries are proud to make products that touch the lives of more than a billion people every day.
LIXIL is part of the LIXIL Group Corporation (TSE Code: 5938), the listed holding company for LIXIL’s portfolio of businesses.
™TORONTO BLUE JAYS, bird head, and all related marks and designs are trademarks and/or copyright of Rogers Blue Jays Baseball Partnership, used under licence.