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CHALLENGE
To revitalise the Formica® brand making it the surface material of first choice with specifiers, designers and a wider audience, leading to the launch of a new range of laminate designs in the UK and later across Europe.
OBJECTIVES
To impact significantly upon sales of laminate whilst reinforcing the brand revitalisation brief of 'make Formica® fashionable again'.
SOLUTION
A fully integrated campaign including a major industry event and corporate video.
CREATIVE RATIONALE
Taking the brand revitalisation brief literally, the campaign was based around a 'fashion theme'.
RESULTS
The most successful Formica Limited product launch in 25 years with an increase in sales beyond expectations. Completed the repositioning of the brand, making Formica® laminate the surface material of choice.
- PPA Excellence in Advertising Awards 2005 Best Campaign Construction, Manufacturing & Industry - Awarded 'Highly Commended'
- B2B Marketing Awards 2005 Best Integrated Campaign - Awarded 'Runner Up'
- B2B Marketing Awards 2005 Best Brand Building Campaign - Awarded 'Runner Up'
SERVICES PROVIDED BY THE THINK TANK
- Strategic Marketing
- Brand Revitalisation
- Integrated Marketing
- Advertising
- Direct Mail
- Sales Promotion
- Incentive Programme
- Press and Media Relations
- Literature Design and Production
- Event Management
- Website Design and Creation
- Media Planning and Buying
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