Shaw Launching Year-Long Anso Campaign

Dalton, GA, Dec. 11, 2009--Shaw’s premium fiber brand, Anso nylon, is launching in January a year-long campaign to benefit retailers called  “Anso? Hope so.”

Shaw said the campaign would include extensive retailer support and incentives. The campaign advertising features individuals experiencing dramatic real-life spills, which poses the question, “Anso? Hope so.”

It also plugs the fiber's warranties. According to Mike Leary, Shaw’s director of Anso nylon, the campaign development and warranty restructure is rooted in consumer research.

Shaw’s research revealed a significant increase in the importance of warranty to the consumer. Additionally, the research showed that consumers rank quality and durability among the top important attributes when considering a flooring purchase.

“In the past, Anso nylon has focused its messaging around style, design and sustainability,” said Leary. “The Anso? Hope so.” campaign not only highlights these important attributes, but the campaign evolves with the ever-changing consumer mindset as it presents Anso nylon carpet as long-lasting, stain-resistant and real life friendly."

The campaign will include numerous closing tools for retailers.

Related Topics:Shaw Industries Group, Inc.