Niagara Conservation: Welcome to the Water Revolution—Niagara Conservation with Padilla

Niagara Conservation, the manufacturing company, launched a fully integrated campaign that used humor to get a serious message across to US customers.

Situation Analysis & Objectives

The world is running out of fresh water — yet the average American family wastes nearly 200 gallons of the precious resource each week.

Toilets can stem the tide. Niagara Conservation toilets use 77 percent less water: a benefit relegated to the water closet as consumers turned to well-known brands flush with marketing dollars, like American Standard and Kohler.

Niagara enlisted Padilla to make a bigger splash in the marketplace. Our assignment was doubly difficult: Build familiarity - as a driver to purchase consideration - among both consumers and B2B audiences.

To plumb audience motivations, we...

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