Water Label hits the mark

23/10/2012 | Recent activity in the media shows that the BMA’s consumer campaign, highlighting the new Water Label, really hits its mark. In June, the BMA’s chief executive, Yvonne Orgill, launched the newly upgraded label with a live broadcast on the BBC’s Radio 4’s flagship Today Programme. James Naughtie interviewed Yvonne during breakfast prime time with a lively and up-beat review of its features and benefits. During the rest of the day, recorded interviews were covered on 195 local radio stations and SkyNews reaching a potential audience of nearly 40 million. Additionally the story was written about in 223 print publications. “We are delighted with the result,” exclaimed Orgill. “Now we have to build on this widening recognition of the Water Label as a means of giving the consumer an informed choice.” The Water Label on-line database of the best in water efficient bathroom products at www.europeanwaterlabel.eu now holds around 2200 items. Most of these are already stocked by retail showrooms, builders’ merchants, and DIY stores. “There may showroom cynics out there who reject the idea of marketing and selling Water Labelled products to their consumers,” says Orgill. “But with the label so well established can they really afford not to? Actually they may already be doing so, but unwittingly.” A quarter of the UK’s escalating energy bills are associated with heating hot water and today's savvy consumer will be looking to reduce this. Bathroom retailers could be missing a huge USP and missing an great opportunity to get ahead of their competitors if they are not pointing out the benefits of Water Labeled products. They may also be letting their customers down.

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