Shaw Revamps National Ad Campaign
February 8, 2011,
Centered on "modern appeal and performance-driven messaging," the campaign follows six years of building the Shaw Floors brand through evolving variations of the "I want a floor..."
Dubbed "Rooms," the new advertising represents a switch from "an inspirational, luxurycentered message to a focus on the busy, active lifestyle of today's female consumer."
Shaw said it is responding to feedback from in-depth surveys and focus groups that found today's consumer wants to live "her life, her way." The campaign presents Shaw products "standing up to life in realistic situations."
Television spots will air this spring on networks like HGTV, with which Shaw has a new license for branded area rugs, and The Food Network. Print advertisements will be featured in various shelter and lifestyle publications.
Related Content By Author
1200 Suppliers are Ready for You at Intertextile Shanghai
Home & Textiles Today eDaily
Most Viewed Articles
See the August 2017 issue of Home & Textiles Today. In this issue, we look at the Top 50 Retailing Giants Report, plus Manufacturing: Made in the USA gaining ground; International: Portugal ramping up exports; New products: NY Now home textiles introductions; Outlook: Commentary from H&TT's editors; and Planning: Trade show calendar.