Davis Harrison Dion—Chicago Ad Agency

Challenge

Shaw Industries, the world’s largest manufacturer of carpeting, faced the challenge of building their brand while increasing sales at independent carpet dealers. Additionally, they wanted to educate consumers about SoftBac® Platinum — Shaw’s patented foundation system that makes carpet soft and look better longer.

Strategy

• Focus on the promise that “nobody makes softer carpet than Shaw” and use SoftBac Platinum as the reason why.
• Recruit celebrity lifestyle consultant Kathy Ireland to be the spokesperson.
• Develop a marketing kit with television, radio and print ads that their aligned dealers could use and customize.

Results

Overwhelming feedback from Dealers who ran the spots in their local markets. Since the campaign launch, 250 million square yards of SoftBac have been installed.