Delta Faucet Co. plans to use a focused mix of print, television and the Internet in a beefed-up advertising campaign to support its mid-price point Delta® brand and will take a non-traditional approach to promoting its premium Brizo™ brand. Both campaigns will target the media where consumers of each brand spend their time.

The campaign for Delta brand, scheduled to begin in May, is expected to generate more than two billion consumer impressions. It will be seen by 90% of the home improvement audience almost 15 times each. Corresponding trade advertising to reach builders, architects and kitchen and bath designers will generate 14.5 million impressions among the professional audience.

The company's fashion brand, Brizo, will be promoted with print ads inspired by couture. Ads will appear in fashion media such as Vogue and Harper's Bazaar. Brizo is also partnering with the Design Industries Foundation Fighting AIDS (DIFFA). The brand is sponsoring DIFFA and Elle Décor's Dining by Design nationwide fundraising program. The Brizo campaign is expected to generate 180 million consumer impressions within the high-end, design-oriented consumer segment.

Delta Faucet is a division of Masco Corp.