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TRUE BEAUTY. NEVER FADES.

[/tatsu_text][special_sub_title title_content= “For Formica Flooring” font_size= ‘{“d”:”24″}’ title_color= “rgba(255,255,255,1)” title_alignment= “center” max_width= “100” margin_bottom= ‘{“d”:”30″}’ hide_in= “” css_id= “” css_classes= “” animate= “1” animation_type= “fadeIn” animation_delay= “0” animation_duration= “300” padding= ‘{“d”:””}’ border_style= ‘{“d”:”solid”,”l”:”solid”,”t”:”solid”,”m”:”solid”}’ border= ‘{“d”:””}’ border_color= “” border_radius= “” box_shadow= “0px 0px 0px 0px rgba(0,0,0,0)” key= “fqox7tmehx9vjlf”][/special_sub_title][tatsu_text bg_color= “” color= “” max_width= ‘{“d”:””}’ wrap_alignment= “left” text_alignment= ‘{“d”:”left”}’ margin= ‘{“d”:”0px 0px 30px 0px”}’ box_shadow= “0px 0px 0px 0px rgba(0,0,0,0)” padding= ‘{“d”:”0px 0px 0px 0px”}’ border_style= ‘{“d”:”solid”,”l”:”solid”,”t”:”solid”,”m”:”solid”}’ border= ‘{“d”:”0px 0px 0px 0px”}’ border_color= “” border_radius= “0” text_typography= ‘{“d”:””}’ hide_in= “” css_id= “” css_classes= “” animate= “1” animation_type= “fadeIn” animation_delay= “0” animation_duration= “300” key= “fqox7tmel5aoo1mr”]

Planning / Concepting / Creative Direction / Writing

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REINTRODUCING FORMICA FLOORING
FROM THE GROUND UP

For decades, the Formica name has been synonymous with laminate countertops. The assignment here was to extend their well-established brand equity into another category of laminate surfaces altogether as Formica reentered the flooring segment after being away for several years. The job was twofold: First, create a channel campaign to secure distributors and independent retailers.

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BUILDING DISTRIBUTION
WHILE DRIVING TRAFFIC

Second, develop a consumer campaign to drive traffic into those stores. The True Beauty/Never Fades campaign includes: A fashion brand identity, product naming and packaging system, shoulder-to-shoulder sales tools, private events, retail displays, a trade and consumer campaign, collateral systems, and a web site segmented to retailers, distributors and consumers.

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