Shaw’s “I Want a Floor" Print Campaign Goes Green

Dalton, GA, May 24, 2007--“I want a floor that is designed to be recycled…” grabs the attention of consumers in the bold new Shaw advertisement. Shaw’s national consumer “I want a floor…” advertising campaign adds green to the already impressive media mix for summer and early fall. Green advertisements will appear in July issues of Southern Living, Sunset and Metropolitan Home (in homes and on sale mid- June). The advertisement will 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,” says 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 the Inspired Spaces collection demonstrates that the consumer doesn’t have to sacrifice style to have the most environmentally-friendly floor. The copy gives the consumer 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 company’s commitment to environmental consciousness. In the fall, Shaw announced the Shaw Green Edge™. The Shaw Green Edge is the umbrella term for one of the nation’s most aggressive environmental programs. Encompassing more than 100 current environmental initiatives, the Shaw Green Edge is a term used to communicate Shaw’s position as the undisputed industry leader in environmental stewardship. The cornerstone of Shaw’s environmental vision is cradle-to-cradle production, which will allow synthetic products – such as carpet – to be collected and then manufactured into new product repeatedly. Shaw is collecting recyclable carpet containing Type 6 Nylon, after its useful life, and recycling it back into carpet again and again. This process takes place at Shaw’s Evergreen Nylon Recycling Facility- the only operating plant of its kind in the world. “I want a floor…” national print advertisements will be delivered through a continued media mix that includes women’s shelter and service magazines like Better Homes and Gardens, Good Housekeeping, Southern Living, Country Home, Traditional Home and other home-related special interest publications. In March, Shaw announced it will solidify an aggressive marketing approach with a continuation of the successful “I want a floor…” national consumer advertising campaign including additional television commercials, Web advertisements, more print advertisements and enhancements to the recently revamped Web site at shawfloors.com. The overall 2007 advertising campaign will deliver over 1 billion impressions. Since the campaign’s launch in the fall of 2005, Shaw’s consumer awareness has increased more than 40 percent and awareness of Shaw as a leader in the flooring industry has increased 65 percent.

Related Topics:Shaw Industries Group, Inc.

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