Creative agency unveils new platform for Triton Showers

Creative agency One Black Bear has launched a new campaign platform for Triton Showers under the line ‘Don’t Just Shower, shWOWer’.

The launch marks the next phase in One Black Bear’s long-standing relationship with Triton Showers, the UK and Irelands leading shower brand.

In 2021, the agency helped reposition the brand with Every Drop Makes a Difference campaign, placing sustainability at the heart of Triton’s communications.

The campaign has been created to show that choosing a more sustainable shower does not mean compromising on power, style, value or the simple pleasure of a great shower.

It centres around a distinctive new brand character, Triton the Chihuahua, and an upbeat campaign song.

The launch marks the next phase in One Black Bear’s long-standing relationship with Triton Showers, which began in 2016.

In 2021, the agency helped reposition the brand with Every Drop Makes a Difference campaign, placing sustainability at the heart of Triton’s communications.

As Triton moved into the next phase of its strategic roadmap, consumer research revealed a clear tension.

While more than 80 per cent of UK residents care about climate change and want to reduce household bills, sustainability often sits lower down the list when people are choosing a new shower.

The proposition, Feel Good Showers for All, was developed to connect Triton’s sustainability credentials with the emotional and functional needs of consumers.

The campaign demonstrates that Triton electric showers can deliver great value, strong performance, standout style and lower water and energy use in one efficient package.

At the heart of the creative idea is the line ‘Don’t just shower, shWOWer’.

The agency says Triton the Chihuahua character gives Triton a distinctive and flexible brand device, built to work across TV, social, digital, retail and beyond.

Kate Hartshorn, managing partner at One Black Bear said: “Triton already had strong sustainability credentials. The opportunity was to make that choice feel more desirable, more entertaining and more emotionally engaging.

Don’t Just Shower, shWOWer gives the brand a big, distinctive platform, powered by a character and song people can actually remember.”

Ashley Cooper, marketing director at Triton Showers said: “We know people want to make better choices at home, but they do not want to compromise on the shower experience.

“This campaign shows that with Triton, they do not have to. It brings together sustainability, value, performance and feel-good energy in a way that feels fresh for the category.”

The campaign positions Triton as the smart, sustainable choice, while moving the brand into a more distinctive and emotionally engaging space.