How the Future Flows: A Bold Vision for Water Solutions

Uponor, a leader in potable water piping solutions, faced the challenge of standing out in a highly competitive B2B space. While the company had a strong product offering, it needed a more engaging way to communicate its value proposition to engineers, contractors, and distributors. The goal was to elevate the Uponor brand, drive awareness and sales for a new product line, and create a compelling narrative that would resonate with both technical and business audiences.  

Through research, we discovered a critical gap in how water system innovations were being communicated—specifically in conveying the idea of a complete, compatible system alongside key benefits such as sustainability, product reliability, and ease of installation. As the market increasingly shifted toward eco-conscious solutions, Uponor was poised to position itself as a forward-thinking industry leader by emphasizing innovation, seamless system integration, and sustainable performance. To leverage this opportunity, our strategy focused on creating an emotional and visually striking campaign that brought Uponor’s value proposition to life. We developed a compelling brand story centered around the theme "How the Future Flows," underscoring the company’s comprehensive potable water solutions designed for durability and reliability. To maximize reach and impact, we also implemented a multi-touchpoint engagement plan that combined paid media, sales enablement tools, and experiential activations. 

We launched the “How the Future Flows” brand campaign to redefine Uponor’s market position with future-focused messaging centered on three key pillars: complete solutions using AquaPEX and ChlorFIT Schedule 80 CPVC, reliable supply and on-time delivery for contractors, and sustainable performance through water and energy efficiency. To bring the campaign to life, we produced a visually engaging and humorous video featuring lemurs in hotel wallpaper, symbolizing the peace of mind that Uponor’s leak-free systems provide. A branded mobile unit toured trade shows and job sites, offering interactive displays and live product demos. To support sales efforts, we created a full suite of enablement tools including pitch decks, brochures, battle cards, technical data sheets, and in-store materials. Additionally, we developed strategic audience personas—Mechanical Mitch, Solutioner Sam, and Business-Minded Ben—with tailored messaging to resonate with each segment across multiple touchpoints. 

The campaign delivered long-lasting value by firmly establishing Uponor as an industry thought leader and the only provider offering a complete potable water solution. It strengthened customer relationships through a strategic mix of storytelling, educational content, and immersive product experiences. Additionally, the initiative resulted in a scalable marketing framework, designed to support long-term success and adapt to the evolving needs of future campaigns. 

Uponor’s presence at the AHR Trade Show delivered standout results, fueled by Gravity Global’s strategic marketing approach:

• 98% of leads qualified, surpassing the 90% goal

• Lead volume doubled YoY, despite just a 15% increase in marketed products

• Paid search traffic up 450%, driving high-intent engagement

• MQL to SQL conversion reached 59%, far above the 30% target

• Lead revenue pacing ahead of 2024 benchmarks

• 12 roadshow sessions booked, showing strong post-event momentum