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Close The Gap: Twistflush Promoted In New Campaign

Ideal StandardNovember 7, 2025

Our Twistflush vortex flushing technology is the subject of this edition’s Close The Gap update as a number of actions have been developed to support the sale of the product.
A dedicated Twistflush brochure is being printed, with 6,000 copies to be distributed this month, and point-of-sale materials, such as the Twistflush “wobbler”, are being developed to attract customer attention and enrich the displays of the product.
A major promotional campaign which focuses on the Architectura collection and a selection of its products, including Twistflush, is being created and is going to be launched this month to push sales in retail and trade showrooms.
The range – which features the technology in its toilets – will be promoted with a dedicated offer campaign supported by A3 posters which will be printed and sent to showrooms.

Trade Marketing Manager Fabrizia D’Autilia said: “This campaign is all about promoting Architectura and Twistflush as a technology that is appealing to end users, both by describing the benefits of vortex flushing and also how it fits into an aspirational range of the collection.
“We are raising awareness of Architectura as a collection with a competitive offer for a limited period, and giving showroom and merchant teams the tools and knowledge they need to convert that awareness into sales.”

The Architectura campaign poster has three visuals that represent different solutions for family bathrooms, en suites and cloakrooms, which can be customised according to the type of suite they want to promote and the level of offer they want to apply.
As well as promoting them directly to retailers from our Marketing Team, our distribution partners, Abacus and RO Arnold, will also be communicating the campaign to them to maximise uptake.

Training has also been provided for trade merchants and retailers at the London Design and Specification Centre (pictured, top) and at Armitage.

This included the Scottish bathroom specialist Thistle, who sent a number of team members to a session at the LDSC (pictured above).

Area Sales Manager Declyn Brown said: “This particular customer had very little knowledge of the V&B brand before the training, so the goal was to educate and bring them up to speed on what we can do for them as a manufacturer.
“A few days after the training, the customer contacted me to order a display from our Subway 3 range, as they were very impressed with the product.”
He added: “Our biggest success from the training was probably the change in the customer’s perception of us, as any doubts they had over the brand, product, distribution or even customer service were all gone when they left the showroom.
“The training was led by Craig Turnbull, who provided a level of knowledge and expertise that was beyond anything the customer expected, and was the main reason it was such a success.”