OPPORTUNITY
The booming home remodeling trend created an increased demand for whirlpool baths. Jacuzzi was the leader in whirlpool baths, however they began losing share to an influx of luxury bath competitors.

INSIGHT
Jacuzzi needed to differentiate themselves from their competitors by reminding customers of their leadership position in the luxury bath catagory.

SOLUTION
BARC developed a brand strategy to position Jacuzzi as the ultimate home spa experience by delivering a customer promise: "With Jacuzzi, it's easy to escape to the best spa in the world - yours." This promise was delivered via print advertising and Jacuzzi product brochures and catalogs.

RESULTS
The competition kept talking, but this time about Jacuzzi. The new Brand positioning created big news throughout the personal spa industry and helped elevate the entire category. It was so successful, that Jacuzzi expanded "The Home Spa Experience" as the platform for their new line extensions of whirlpool baths, shower systems and luxury bathroom accessories.