Putting the wow in showers

Nobody buys a shower because it uses less water. Not really. They buy one because they want power, style, value and that glorious few minutes in the morning or evening when the whole world can wait. So for Triton Showers, the challenge was not simply to talk about sustainability. It was to make the sustainable choice feel like the one people actually wanted.

The answer was Don’t Just Shower, shWOWer: a bold new ad campaign platform that turns Triton’s efficient electric showers into a feel-good upgrade, complete with a catchy campaign song, a distinctive brand world and one tiny Chihuahua with a big bark.

Triton Showers, the UK and Ireland’s leading shower brand, has been a valued partner of One Black Bear since 2016. In 2021, we helped reposition Triton with the Every Drop Makes a Difference ad campaign, putting sustainability at the heart of the brand. It was the right message for the right moment. But as Triton moved into the next phase of its strategic roadmap, the challenge became sharper.

People care about climate change. They care about reducing bills. They care about making better choices at home. But when it comes to choosing a new shower, they still want what they have always wanted: performance, style, value and the simple pleasure of a brilliant shower.

In other words, sustainability mattered. But it couldn’t be the whole sell.

Our strategic proposition was Feel Good Showers For All.

Because Triton electric showers do not ask people to choose between feeling good and doing good. They deliver great value, strong performance, standout style and lower water and energy use in one efficient package.

That gave us a powerful role for the brand: make the sustainable choice feel less like a compromise, and more like a proper upgrade.

Not worthy. Not preachy. Not another finger-wagging message about using less.

A shower people actually want.

To bring it to life, we created a campaign platform with serious stopping power:

Don’t just shower, shWOWer.

It is a simple, memorable idea built around one product truth: a Triton shower can give people more of what they want, while helping them use less of what they do not.

Then we gave the campaign a voice. Literally.

Meet Triton the Chihuahua: a small dog with a big personality and a bark that sounds a lot like “sh-WOW-er”.

It is silly. It is distinctive. It is very hard to ignore. Exactly what the category needed.

The Chihuahua gives Triton a memorable brand character that can travel across TV, social, digital, retail and beyond. The line gives the campaign an ownable hook. And together with the song, they create a playful brand world that makes efficiency feel anything but dull.

The campaign is driven by a bespoke, upbeat track inspired by the familiar Chihuahua rhythm, giving the work the kind of singalong energy most brands would bite your hand off for.

With Don’t Just Shower, shWOWer, Triton steps beyond sensible sustainability and into something far more powerful: a distinctive, entertaining and emotionally engaging campaign that makes the smart choice feel like the obvious one.

Because a great shower should not just save water, energy and money.

It should make you go shWOWer.