Curative Distinctiveness

Caroma Masterbrand

“Caroma’s vast history and iconic brand name had held the brand in good stead for many years, but we saw an opportunity to help guide the brand into the next generation. We knew that Saltmine was the perfect, full-service brand partner to take on the journey with us.”

Victoria Baker, Group Brand Director
GWA Group Ltd


Having not undertaken an advertising campaign for many years, Caroma saw an opportunity to create a Masterbrand advertising campaign including print, out-of-home, digital and on-demand TVC formats. The key objective of the creative was to communicate that Caroma included an entire range of products for a bathroom renovation, whilst also allowing the consumer to create their own personal bathroom sanctuary. The campaign creative and its new tagline “Create Your Sanctuary” resonated with consumers, changing their perception about the brand, achieving impact in market and strong brand tracking scores.


Best known for designing and manufacturing toilets, Caroma is an iconic Australian company with over 75 years’ experience in creating bathrooms and kitchens. With over 6000 products in their range, they sell more than just toilets.

Brand relaunch

Caroma engaged us for a brand relaunch, including the creation of an optimised sub-brand system to make it easier for consumer to navigate, delivering a series of ranges that catered to different price tiers but also to differing consumer needs, all whilst maintaining consistency for the Caroma Masterbrand.

The relaunch included the creation of a comprehensive brand book to define and synchronise the brand expression over many different touchpoints in addition to the creation of a suite of over 10 brochures and a brand magazine to communicate the new, streamlined collections.


Social Media

In the first six months of taking over Caroma’s social media management, we’ve helped Caroma grow their Facebook reach by 295% and Instagram reach by 175%! This has been achieved through a comprehensive new social strategy, including a combination of original content created by Saltmine, an increase in sharing user generated content, paid advertising, in addition to monthly promotions to build relationship with brands and consumers, while staying true to the Caroma values of water conservation and sustainability.

Our focus is to provide much needed education and information to renovators as well as inspiration to create their bathroom sanctuary. We have also been tasked with blog creation for the site, promoting on social media with the ongoing objective of driving traffic to the website.

You can follow Caroma here:
Instagram @caromaaustralia
Facebook @caromaaustralia

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