TORONTO – BLANCO, an internationally recognized brand and acclaimed leader in innovative, human-centered sink and faucet solutions unveils a new brand campaign for the Canadian market for 2020 titled “Lean on Me.” This humble, yet inspiring campaign, showcased through a series of intimate, flat lay images, creatively captures different ways Canadians use their kitchen sink.
BLANCO recognizes the sink space as an important part of the kitchen’s “working triangle”, which is formed by the sink, stove and refrigerator. BLANCO’s “Lean on Me” marketing campaign for 2020 brings the attention back to the kitchen sink, and why this often-overlooked appliance plays such an important role in the fast-paced and demanding lifestyles of today’s modern homeowner.
The kitchen sink is an integral part of your daily kitchen routine, it is the appliance you interact with the most and spend countless hours at every week. It is the vessel for housing and moving fresh water through your kitchen, it is where you prepare meals, wash dishes and water your plants. It’s easy to forget just how important your sink is. The kitchen sink has become a selfless, loyal companion that you don’t think much about, but you can rely on, depend on and lean on, day in and day out. BLANCO wants you to think about the relationship you have with your sink and ask yourself; “does my sink truly meet my needs? If I could change something about it, what would it be?”
BLANCO will be launching this campaign in a big way at The Interior Design Show in January at the Metro Toronto Convention Centre (January 16 - 19, 2020). A story of empathy, attention and assistance will be told through this beautiful visual series which will be unveiled through an interactive, voice-activated exhibit. The experience space at IDS is designed specifically around facilitating and stimulating that much needed thought, questioning and dialogue, in order to have visitors walk away with a fresh perspective. At IDS and throughout 2020, this campaign will allow BLANCO to showcase their knowledge and design expertise to help bring Canadians a whole new level of enjoyment, function and performance to their sink experience.
“When it comes to renovating your kitchen, unfortunately the sink is usually an after-thought,” says BLANCO’s Director of Marketing, Edyta Drutis. “Throughout the renovation process, the cabinetry, countertops and appliances get the most attention, but you spend the most time at your sink. We really wanted to create an attention grabbing campaign to help Canadians understand why it’s so important to think about, and consciously plan for, their sink earlier in the design process.”
For three generations, BLANCO has quietly and passionately elevated the standards for luxury sinks, faucets and accessories. Founded by Heinrich Blanc and family-owned since 1925, BLANCO's humble beginnings originated in Oberderdingen, Germany - which is also the current location of BLANCO’s global headquarters. Proud of its European heritage and award-winning German engineering, BLANCO is truly committed to high quality, innovative design and unsurpassed service. This can be seen in their unique selection of STEELART® sinks, the natural warmth and beauty of SILGRANIT® and the elegant artistry of BLANCO faucets.
In 2015, BLANCO marked its 90th anniversary worldwide and BLANCO Canada is home to North America’s SILGRANIT® sink manufacturing facility. As a recognized leader in superior craftsmanship and innovation, BLANCO products reflect human evolution that connects function, expression and technology. In 2020, BLANCO Canada will be celebrating their 30th anniversary.