ADK has worked on the Japanese firm’s creative branding for a long while. The recent pitch for the company’s Taiwan business also involved JWT and Dentsu Kuohua.
A source close to the account told Campaign Asia-Pacific that the pitch is for creative only. Media Palette is TOTO’s media agency in Taiwan and by all accounts remains as such.
The brand is a premium bathroom fixture and porcelain manufacturer from Japan with a history that dates back to 1917. Products range from bathroom sinks, computerized water closets (yes really) and built-in bathroom dryers. The price tags for one of its bathtubs can range into the neighborhood of US$20,000.
The company has its own showrooms and independent stores throughout Taiwan, targeting customers in high-end hotels and households. “Although there are many European and America bathroom brands present in Taiwan, Taiwanese consumers of course still have preferences of Japanese brands in most categories,” Campaign’s source claimed.
“TOTO’s challenge is that they have lots of good leading technology for a clean environment but needs to have a clearer brand position to convey them to the consumers,” the source added.
BBDO Taiwan declined to comment on this news.