The Jacuzzi brand had become a commodity. This once dominant brand that invented the hot tub had now become the name used for any brand of spa. It's a situation that brands like Xerox and Kleenex were familiar with, and now Jacuzzi needed to regain its position as a leader and the only choice for a true hot tub. Our goal was to shift the perception of Jacuzzi from cheap and generic to a relaxing and sophisticated experience