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Elkay Logo Updated

That’s Elkay

Helping a ubiquitous but invisible heritage brand stand out

Refreshing a 100-Year-Old Brand for a Modern Consumer

Strategic Planning, Creative Production, Brand Advertising, Experiential, Paid Digital, Influencer Marketing, Media Relations

Despite being a 100-year-old company and leading manufacturer of residential and commercial sinks, faucets and drinking water solutions, many didn’t even recognize Elkay by name. Zeno helped identify how Elkay could differentiate from its competitors and reconnect the brand’s mission, values and purpose through a new brand architecture.

Through research and insights, Zeno chose a simple yet powerful platform: one of ubiquity paired with shared values among Elkay’s core audiences. The fact that Elkay is everywhere was an important discovery in building the idea and helping to remind people of the underlying role Elkay plays in their everyday life.

The campaign, “That’s Elkay,” brought to life the “aha” moment when people realized this. The new creative campaign was executed across a fully-integrated marketing mix of print, digital and paid social and supported through earned media relations and influencer marketing among Elkay’s core residential and commercial audiences to build greater awareness and ultimately drive purchase intent.

Redefining a brand to better reach and resonate with consumers


increase to with 85% campaign-generated


avg. influencer engagement rate

290+ million

earned media impressions and counting