American Standard taps Maverick for PR and social media

Kitchen and bath manufacturer American Standard Canada has hired Toronto-based Maverick as its PR and social media agency of record.

Under general manager Yves Dalcourt, who joined American Standard Canada earlier this year, the company is aiming to revitalize the brand in Canada.

“We need to reintroduce the brand because unfortunately it’s known as a plumbers’ brand and an institutional brand—it’s in schools and commercial buildings,” said Julie Rusciolelli, president of Maverick. “That’s a big part of their business, but consumers have forgotten what a beautiful brand they are.”

Maverick will work with the company on elevating its Canadian media presence and increasing its online presence through social media networks, and will also be working with American Standard’s DXV luxury line. Plus, the firm will play a big role in the organization and promotion of American Standard’s involvement at the Interior Design Show 2015, which takes place in January.

“We’re creating new digital properties for them and we’ll be creating the narrative and voice for American Standard online,” said Rusciolelli. First, the agency is targeting do-it-yourself men and women. Down the road, interior designers will be part of the outreach program.

“We are going to talk to a lot of consumers and not just your average Joe plumber,” said Rusciolelli. “The plumber knows who we are and we want to make sure he stays with us, but there are a lot of people renovating bathrooms who have no idea how beautiful American Standard’s merchandise is.”

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