DALTON—Shaw Industries is launching a new national consumer advertising campaign this spring. Titled “Rooms,” the campaign is replacing the evolving “I want a floor…” promotion the company has been running for the last six years.
Based on in-depth surveys and focus group feedback, the ads are moving away from an inspirational, luxury-centered message and concentrating on the busy, active lifestyle of today’s female consumer.
“Today’s consumer expresses the desire to live ‘her life, her way,’” said Kathy Young, director of marketing. “The campaign responds to this desire by showcasing beautiful Shaw floors standing up to life in realistic situations. It was designed to take the Shaw brand to the next level and speak to the audiences where it will live in a compelling and relatable manner.”
Featuring two print components, a TV commercial along with customizable print, television and radio pieces for retailers to tie into, the campaign is “adaptable in so many forms for Shaw, both corporately and for our retailers,” she said. “It’s going to be a very exciting 2011, and this campaign exudes the optimism and energy we all feel.”
The two-page print ads, Young explained, speak to different lifestyles and demographics. The first showcases an everyday family complete with a puppy, baby, paint and spilled milk in a living room on Shaw carpet. One page shows the family in action while the second page depicts the room in pristine condition. The other ad showcases a stylish, urban loft environment. The left-side action sequence shows a woman with high heels, a rolling laptop bag and a man working on his putting stroke on a Shaw Living rug, while the right page features Shaw’s Epic displayed in a pristine visual of the floor.
Both feature the same body copy, “For beautiful floors that stand up to life.”
The TV ad is essentially a live action version of the family print ad, except it also incorporates Shaw’s Epic along with carpet. The voice-over concludes with, “Choose Shaw floors for beauty, comfort and lifetime warranties that protect against… life.”
Like the campaign itself, Young said the TV ad is full of energy, emotion and drama, noting the ads are adaptable to a retailer’s overall brand campaign or specific product attribute marketing. “We will support our retailers in leveraging this campaign in the marketplace since it was created with their needs in mind.”
For more information on the Shaw national ad campaign, call 706.275.2983 or speak to your local representative.
Based on in-depth surveys and focus group feedback, the ads are moving away from an inspirational, luxury-centered message and concentrating on the busy, active lifestyle of today’s female consumer.
“Today’s consumer expresses the desire to live ‘her life, her way,’” said Kathy Young, director of marketing. “The campaign responds to this desire by showcasing beautiful Shaw floors standing up to life in realistic situations. It was designed to take the Shaw brand to the next level and speak to the audiences where it will live in a compelling and relatable manner.”
Featuring two print components, a TV commercial along with customizable print, television and radio pieces for retailers to tie into, the campaign is “adaptable in so many forms for Shaw, both corporately and for our retailers,” she said. “It’s going to be a very exciting 2011, and this campaign exudes the optimism and energy we all feel.”
The two-page print ads, Young explained, speak to different lifestyles and demographics. The first showcases an everyday family complete with a puppy, baby, paint and spilled milk in a living room on Shaw carpet. One page shows the family in action while the second page depicts the room in pristine condition. The other ad showcases a stylish, urban loft environment. The left-side action sequence shows a woman with high heels, a rolling laptop bag and a man working on his putting stroke on a Shaw Living rug, while the right page features Shaw’s Epic displayed in a pristine visual of the floor.
Both feature the same body copy, “For beautiful floors that stand up to life.”
The TV ad is essentially a live action version of the family print ad, except it also incorporates Shaw’s Epic along with carpet. The voice-over concludes with, “Choose Shaw floors for beauty, comfort and lifetime warranties that protect against… life.”
Like the campaign itself, Young said the TV ad is full of energy, emotion and drama, noting the ads are adaptable to a retailer’s overall brand campaign or specific product attribute marketing. “We will support our retailers in leveraging this campaign in the marketplace since it was created with their needs in mind.”
For more information on the Shaw national ad campaign, call 706.275.2983 or speak to your local representative.
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