Topps Tiles is the UK’s biggest tile specialist, with over 300 stores nationwide. One of the main challenges for them was the mistaken perception of their brand - they were often seen as cheap and ‘workmanlike’, but in actuality, they supplied a superb range of high-end products with a 60/40 split in favour of the trade. Topps Tiles tasked us with changing that perception and cultivating a new image for the business - they had always done seasonal television ads, but this one needed to be something special.
We needed to completely shift the brand’s positioning to showcase them as more of an aspirational brand. Not only that, but we also needed to change the way their customers saw and used their product; instead of treating tiles as an afterthought, we needed to convince them of their importance in the buying journey and encourage them to purchase at the right time.
A big brand needs a big plan. Over the space of a week, a full set of nearly an entire house was built in a Manchester TV studio. A kitchen, dining room, bathroom and garden were all constructed to showcase the quality of Topps’ tiles, encouraging viewers to imagine what they could do with a room.
We also revamped their product brochure to give it a trend focus, leaving behind the product-oriented style of previous issues. To complete the transformation, we also developed a new tagline for the brand: ‘You think you know Topps Tiles? Think again’.
The advert received national television coverage, beaming the new-and-improved Topps Tiles brand into homes around the country. The ad, combined with the brand new brochure and tagline, completely transformed the perception of Topps Tiles - they were no longer just tiles for trade, they were the go-to business for a crucial element of interior design.