FROM SYSTEM TO IMPACT: GEBERIT AND INTARGET AT FORUM RETAIL 2025
From B2B to B2C, from technical language to consumer dialogue: the strategic and creative journey by Intarget that turned Geberit into a recognizable, human, and surprisingly pop brand.
“Behind every wall lies a world of technique, precision, and innovation. Yet even there, in the invisible heart of plumbing systems, a story capable of stirring emotion can emerge.”
This reflection inspired the title of the talk “From system to impact: Geberit’s evolution by Intarget”, presented yesterday at the Forum Retail 2025 by Massimiliano Cusimano, Head of Digital Marketing at Geberit, and Damiano Antonelli, Chief Creative Solutions Officer at Intarget.
The session told the story of how Geberit, Europe’s leader in sanitary systems and a love brand for plumbers and installers, reimagined its communication approach: shifting from a technical, B2B language aimed at professionals to a direct and engaging dialogue with end consumers.
As explained by Massimiliano Cusimano during the session, “the change arose from a natural need of the brand: to open up to a wider audience without losing its technical and professional identity. Behind every wall there’s a world working silently. Telling that story allows people to understand how hidden technology improves everyday life.”
An integrated strategy of empathy, content, and creators
Intarget guided Geberit in defining a new communication strategy built on three pillars:
- a consistent and recognizable social presence;
- storytelling projects centered on human experience;
- collaborations with creators and partners aligned with the brand’s values.
“We moved from technical communication to one that lives within storytelling and entertainment contexts,” commented Damiano Antonelli. “We let people — installers and creators — interpret the brand and its values. That’s how plumbing can become emotion and visual culture.”
Among the projects mentioned during the talk:
- Fuorisalone 2025, featuring live content and creators that brought Geberit into the design and spatial experience conversation (+1 million users reached and over 200,000 interactions);
- “Nice to meet myself”, a series of 8 creators exploring the brand’s intimate and reflective side, focusing on self-discovery and personal reflection (+200,000 users, +145,000 interactions);
- The Pozzolis Family collaboration, marking the final shift to a more pop, empathetic, and authentic B2C language, with over 9 million views and 5 million interactions;
- “Like Father, Like Son”, a feature series focusing on the installer’s role and generational handover in the profession, with Geberit positioned as an essential enabler (+1 million impressions and 800,000 interactions).
One voice for two audiences
Geberit’s journey toward B2C did not erase its technical communication but rather integrated it into a broader narrative.
“The professional side remains the beating heart of the brand,” added Cusimano, “but today we tell it in a more human, closer, more narrative way. It’s the same message — but we now put people at the center, balancing technique and emotion.”
Among the innovations in communication with installers is also the launch of the WhatsApp channel dedicated to professionals, which immediately showed a strong impact, becoming a space for direct and participatory relationships.
From system to impact: tangible results
This change in language and positioning has generated tangible results.
In 2025, Geberit Italia’s social channels reached over 17.8 million users, with more than 21 million impressions and 7 million interactions.
The success was also recognized by AdReport, which in December 2024 ranked the Pozzolis Family for Geberit campaign at the top of Italy’s Instagram video views charts.
“We moved from a perfectly functioning system that was visible only to a small portion of our audience to an impact that is now visible, recognized, and shared,” concluded Cusimano. “And that, for us, is the clearest sign of the brand’s evolution.”
