Challenge

Over the years, water softening and filtration have become increasingly popular and is regarded as an important part of our everyday lives. Pelican Water is a national provider of whole-house filteration and softening systems, offering several products utilizing a wide range of solutions.

Due to the wide range of products and negative press associated with salt-based water softening, Pelican Water was faced with various challenges and sought assistance from The James Group to help define and identify its brand positioning to the market.

Results

To separate Pelican from its competitors, The James Group identified this superior product to be ideal for the health conscious market and its discerning customers. By identifying this niche market, Pelican was repositioned as a premium salt-less water system which called out the benefits of an easy, low maintenance water filtration system, giving customers control over the quality of water that they consumed. The rebrand was supported by the tagline "People Choose Pelican."

Following research which uncovered that Pelican's customers largely scoured the internet for information on water filtration systems prior to making purchase decisions, The James Group launched a new Pelican website accompanied by a full digital advertising campaign. The online efforts were supported by a series of offline outdoor billboard and print advertisements.

Services for Pelican

Brand Position, Logo, Tagline, Print and Digital Advertising Campaign, Direct Mail Campaign

For further information contact:

Paul Blakely
212-243-2022 Ext. 302

paul@thejamesgroup.com