The strategy will become apparent in new television and print ads debuting in April, and according to American Standard, the advertising campaign will emphasize its leadership role in manufacturing products “that work better by design.” The company also says that this new positioning will take advantage of American Standard’s history in home comfort and provides a common message to the consumer about the brand.

Together, American Standard Heating & Air Conditioning and American Standard Plumbing will share the new theme, “New Standards For Living.”

“We are excited about the direction for the brand and the potential for synergy between hvac and our plumbing products group,” said Paul Trotter, national sales manager for American Standard Heating & Air Conditioning. “Not only will consumers and dealers see a much larger American Standard media presence, we will be delivering the most powerful product performance message we have ever delivered.”

Publication date: 04/01/2002