Dalton—Demonstrating its commitment to environmental consciousness, Shaw Industries has added the “I want a floor that is designed to be recycled…” to its national consumer advertising campaign for summer and early fall.

The green advertisement will appear in July issues of Southern Living, Sunset and Metropolitan Home. It will also appear in House Beautiful, Traditional Home and again in Metropolitan Home for August. In September, the ad will be in Country Living, Good Housekeeping and again in Traditional Home. This Old House will feature the ad in October.

“Today’s consumer is invited to choose green products in more and more market segments,” said Kathy Young, Shaw’s creative director. “Shaw’s green ad appeals to the feel-good aspect of choosing recyclable flooring, while the image of a beautiful patterned carpet from our Inspired Spaces collection demonstrates the consumer doesn’t have to sacrifice style to have the most environmentally friendly floor. The copy gives consumers a simplified explanation of why Shaw’s green story is different—and better.”

According to Young, Shaw’s green advertisement is just another way to demonstrate the Shaw environmental commitment.

“This is the first ad we have that will focus on green,” said Buddy Bevil, Shaw’s director of marketing communications. “We’ll be bringing the green story to subsequent ads in the fall. But there is a lot of interest right now in consumer publications, and they are going to be covering environmental responsibility and green [topics] in many of their issues starting in the summer, so we wanted to get some of our ads out there telling our wonderful green story.”

The idea of these ads is to call attention to the fact we have products which are environmentally friendly, he explained. “The message, as we have in all our advertising is, to direct the consumer to shawfloors.com where she can get as much information as possible about the products. There is also a link that goes to our Shaw Green Edge Web site where she can learn about all our Green Edge initiatives.

“Something else our ad highlights is the fact you don’t have to sacrifice style to choose environmentally friendly products,” Bevil added. “The images are so powerful, she is not choosing a tree-hugger or granola-type product, these are very beautiful, high-style carpet products, and it’s just an added bonus that they are green.”

Bevil noted there is absolutely no compromise in the styling or beauty of the products. “None whatsoever. They’re very well designed and colored and part of our Anso product mix. We’ve got many patterned products and a lot of variety. I believe the buying public will find these products very attractive, and for those that are interested in buying environmentally friendly products, it’ll be hard to walk away from them as our cradle-to-cradle environmental story is like none other.

“Right now our schedule is carrying us on into the fall,” he commented on the ad run. “We’ll integrate the green ad along with our others. We are not forsaking the other ads in our campaign, this is just being added to the mix.

“This is just the beginning of a lot of things we are going to be doing to speak to the consumer about our total environmentally friendly products [story],” concluded Bevil. “There is a lot more to come.”

For more information on Shaw and its green products, call 706.278.3812, or visit shawfloors.com.