In a market where much of the communication focuses on direct solutions to specific complaints, Serviceplan Amsterdam is building the brand behind the products. Not only being visible when something is wrong but also occupying a familiar and trusted place in consumers’ everyday lives.

Together with VSM, Serviceplan developed the concept “The Bathroom Cabinet.” A simple yet powerful cultural object that appears in nearly every household, passed down from generation to generation, making it a natural carrier of VSM’s heritage. Where communication previously often started from the problem and the corresponding product, the new brand approach focuses on recognition, routine, and emotional connection.

“With The Bathroom Cabinet, we did not want to explain what VSM does, but to make people feel where VSM lives in their everyday lives,” says Tom Huijgen, Strategy Director at Serviceplan Amsterdam. “It is a place everyone knows and instantly associates with something. That familiarity makes it a strong starting point to build a brand layer that goes beyond the moment of need.”

From ‘only when needed’ to ‘a fixed place in people’s minds’ 
The concept aligns with a strategic choice to increase VSM’s mental availability. Research showed that consumers often only consider the brand once they already have a complaint. By linking VSM to recognizable moments and daily routines, there is room to strengthen brand preference and emotional connection.

Within the House of Communication, the concept was developed in close collaboration with Mediaplus, which was responsible for the media strategy. By connecting strategy, creation, and media from the outset, the brand story could be consistently translated across channels and touchpoints.

The result is a brand approach in which VSM is not only visible as a solution, but also as a trusted part of everyday life. This shifts the role of the brand from “only when needed” to a permanent place in consumers’ minds.

You can view “The Bathroom Cabinet” by VSM here.