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“Designed to last” repositioning TATAY

In 2021, TATAY has redefined it brand with a new positioning. Its new position is based in durability, without losing sight of its passion for design. The brand is very aware of its role in society, so it takes care of the production process to be environmentally friendly and advocates in its communication for responsible consumption and durability as a sustainable value. In 2021, TATAY has redefined it brand with a new positioning. Its new position is based in durability, without losing sight of its passion for design. The brand is very aware of its role in society, so it takes care of the production process to be environmentally friendly and advocates in its communication for responsible consumption and durability as a sustainable value. In 2021, TATAY has redefined it brand with a new positioning. Its new position is based in durability, without losing sight of its passion for design. The brand is very aware of its role in society, so it takes care of the production process to be environmentally friendly and advocates in its communication for responsible consumption and durability as a sustainable value.

_Brief

TATAY, the brand that for more than 85 years has created innovative solutions for home, bath and garden, wanted to become a better brand recognition in Spain. Working on its values of quality, design and respect for the environment, thus becoming a benchmark in the sector.

_Strategy

Using our PQC™ strategic methodology, we spent a hole day with TATAY team. After the session, we defined the strategic lines of the brand, which have laid the bonds for the new communication and the new positioning of TATAY.

We redesigned its brand book and worked on a new claim linked to a repositioning video for the communication in its online channels.

In addition, the campaign has been supported with PR actions. And over the coming months, several product innovation launches are planned in line with the new positioning.

_Idea

We created a new TATAY tagline, “Designed to last”. It reinforces the two brand attributes: durability and design, always closely linked to sustainability.

From the new tagline, we built a narrative around its brand values and launched a repositioning video as the central axis of the campaign. In addition, we work on the video for social media to align them with the new positioning and PR actions.