The Baldwin Obsession campaign not only targets luxury homeowners, but also designers and premium hardware showrooms, where many recommendations come from. “This is not a shift or approach we take lightly,” said Matt Zimmer, Vice President Marketing - Security Hardware at Spectrum Brands. “We’re making a number of strategic moves to ensure the future of the Baldwin brand, and shifting our tone is important for us to show the industry—as much as the audience—a new face and new passion for Baldwin as a brand.” The campaign launches on April 27 with a :60 second spot as well as a :30 and a suite of :15 second spots, plus :06’s that will reach across broadcast television, CTV, paid and native social content. The launch campaign will be monitored for consumer insights and in-market performance through SCS’s proprietary Marketing Intelligence Platform in order to inform and optimize the campaigns creative and media that will continue to roll out throughout 2022...
ABOUT BALDWIN
Baldwin is part of Hardware & Home Improvement (HHI), a major manufacturer and supplier of residential locksets, residential builders’ hardware and plumbing with a portfolio of renowned brands, including Kwikset®, Weiser®, Baldwin®, National Hardware®, Pfister™ and EZSET®. HHI is a leader in its key markets with #1 positions in U.S. residential locksets (Kwikset), Canada residential locksets (Weiser), U.S. luxury locksets (Baldwin), and U.S. builders’ hardware (National Hardware), and #3 in U.S. retail plumbing (Pfister). Headquartered in Orange County, California, HHI has a global sales force and operates manufacturing and distribution facilities in the U.S., Canada, Mexico and Asia.
HHI is a division of Spectrum Brands Holdings, Inc. (NYSE: SPB). Spectrum Brands is a global and diversified consumer products company and a leading supplier of residential locksets, residential builders’ hardware, plumbing, shaving and grooming products, personal care products, small household appliances, specialty pet supplies, lawn and garden and home pest control products, and personal insect repellents. Spectrum Brands employs approximately 13,000 employees worldwide.
# # #
Leave a commentOrder by
Newest on top Oldest on top