The company recently hired Lowe China after a six-way shootout to help produce a new logo, new slogan and fresh through-the-line creative due to break in late April. "We really want to make a difference," said Fabrizio Cornetto, marketing director for the MTS Group in China. "There's no currently no real brand differentiation in the market."
"All competitive ads are still stuck in the 'housewife enjoying a hot shower'-type execution," commented Addison James, Lowe China's managing director. "No real consumer insight, let alone executional differentiation."
Ariston's main rivals in China are AO Smith and Haier.
Lowe revitalises Ariston brand in major campaign
Household good manufacturer MTS Group has initiated a major overhaul of its Ariston water heater brand.