Latham is the largest designer and maker of inground residential swimming pools in North America. When they saw an opportunity to target the “Sand States” (Arizona, California, Florida, Nevada and Texas), which account for nearly 60% of new pool installations, they turned to Miller Brooks. Their ask? Help them tout the advantages of modern fiberglass pool construction, while also turning homeowners’ consideration away from the traditional go-to: old-fashioned concrete.
The Answer
Latham fiberglass pools are durable, beautiful, and easy to maintain. Concrete? Not so much. We converted this simple insight into a campaign calling for potential pool proprietors to Get Out of the Stone Age. Using split-screen visuals to quickly convey the contrasts between a pool you’ll love versus a pool you’ll labor over, the message was crystal clear. And very effective. Upon launch in Texas, Latham saw a big wave of leads and a healthy flow of traffic to the consumer campaign landing page. The campaign was expanded to Florida, and Latham’s builder partners nationwide have even asked to get their hands on it to make a marketing splash of their own.
