Background
The Jacuzzi brand had become a commodity. This once dominant brand that invented the hot tub had now become the name used for any brand of spa. It's a situation that brands like Xerox and Kleenex were familiar with, and now Jacuzzi needed to regain its position as a leader and the only choice for a true hot tub. Our goal was to shift the perception of Jacuzzi from cheap and generic to a relaxing and sophisticated experience.
Approach and Results
We began with a new tag line that declared Jacuzzi’s return to the top. Rich and sensuous photography was created of people using the spas that looked completely different from anything else in the industry. We paired this with evocative lines that caught attention and piqued curiosity. Every touchpoint both online and invited to customers to personally experience the difference of a Jacuzzi