A campaign to make you smile

Uponor is well known for its PEX Plumbing and Q&E Jointing System throughout mainland Europe and America.

Its Q&E Shrink-Fit is a tried and tested solution with over 75 million fittings already sold world-wide. The jointing concept relies on the unique elastic features of Uponor PEX pipe to create a 'leak-free' joint that is stronger than the pipe itself.

Advert for Uponor showing a PEX pipe

The Challenge

We were commissioned to develop an integrated campaign to drive awareness and increase sales in the UK. This was no easy task given many plumbers are resistant to change and in some cases have previously tried new systems only to be left disappointed.

Three magazines side by side opened on the page of Uponor adverts

The Solution

Backed by research and a number of product workshops, we concluded that the audience still needed a better understanding of the system in order to improve take up of Q&E Shrink-Fit within the UK marketplace.

The first thing implemented was a subtle brand refresh. The old logo failed to communicate what the Q&E acronym stood for. This was easily remedied by a development of the Q to hold a descriptor. To further strengthen the identity and communicate to plumbers that here was an excellent system worth trying, we introduced the word ‘Professional’ into the strapline. It was a small change but made a significant difference.

We needed a campaign concept that would drive and deliver long-term sales and the media-neutral idea we devised did just that. Using Uponor’s own Q&E Shrink-Fit circular joint rings and PEX pipe, the ’Smiles Better’ campaign delivered the stand-out required to cut through a crowded market place. The campaign was executed across print and online advertising, a dedicated campaign microsite, direct mail, in-store POS units, literature and competitions.

Close up of the Uponor Q&E logo

We approached CIB after it became apparent that we needed to relaunch our Q&E Shrink-Fit offering to the installer market. After taking on board our brief, CIB came up with a concept (smile with Q&E), which struck an emotive chord with our target audience and could easily be replicated across different online and offline channels. Overall, we have seen a substantial return on investment based on this campaign. I would have no hesitation in recommending CIB to other companies looking for a fresh approach that delivers results,

Amardeep Dharwar , Marketing Manager, Uponor

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