This month Eljer is launching a $1 million consumer advertising campaign to support its wholesaler showrooms and plumbing contractor customers. The company's market research found that the positioning of the Eljer brand has broad appeal to the middle-America consumer.

“We want consumers to know that with Eljer, you have a stylish bathroom and still have money left over for other luxuries,” Chris Miller, marketing manager, said in a statement.

The “I Want it All” creative is based on this positioning.

The ad campaign is scheduled to run in selected special interest publications of Better Homes and Gardens, Woman's Day and House Beautiful, as well as Home Magazine and This Old House.

Eljer Plumbingware, which manufactures plumbing products for the residential and commercial construction, remodeling and repair markets, is celebrating its centennial anniversary this year.