Caroma introduces new product Cleanflush in new ‘A Cleaner Clean’ campaign via Houston

Strategic design agency Houston has created a new brand identity and humorous launch campaign for Caroma to introduce its innovative new bathroom product – Cleanflush.

A category breaking product, Caroma Cleanflush is a rimless toilet so efficient and powerful that consumers can spend less time cleaning and more time doing the things they love. To launch this landmark innovation, Houston was tasked with disrupting the category and generating awareness of the new standard in bathroom technology.

The result is a campaign built on the strategic platform of ‘A Cleaner Clean’, which includes a variety of headlines including ‘It’s time to Come Clean’ and ‘Clean less. Live more’ – highlighting the product’s key benefits to the consumer.

And in a brave move, and one entirely new for the Caroma brand, the product itself has been removed from the hero campaign executions.  Instead, humorous and relatable characters have been portrayed coming clean with their bathroom crimes such as ‘left the seat up’ or ‘refusing to scrub’.

Work undertaken by Houston included the development of a new logo and brandmark for Caroma Cleanflush , print and online advertising, and consumer and professionals brochures.