Shaw’s premium fiber brand, Anso nylon, plans to launch a new advertising campaign in January. The campaign -- named “Anso? Hope so.” -- highlights people experiencing dramatic, real-life spills, and poses the question, “Anso? Hope so.”
also tout new Anso nylon limited lifetime stain and soil, and limited lifetime
pet stain warranties.
to Mike Leary, Shaw’s director of Anso nylon, the campaign delivers “powerful
and relevant materials to Shaw customers by embracing the changing behavior of
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 evolves with the ever-changing consumer mindset
as it presents Anso nylon carpet as long-lasting, stain-resistant and real life
friendly. And the proof is in the warranty.”
campaign development and warranty restructure is rooted in consumer research,
according to Leary. Shaw’s 2009 research results 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.
pleased to bring this message forward in store with attention-grabbing
graphics, enhanced retail sales associate incentives and invaluable tools --
all dedicated to assisting Shaw retailers in closing more sales,” he added.
campaign will include: the launch of Limited Lifetime Stain and Soil and
Limited Lifetime Pet Stain Warranties; an updated Capture the Spirit Retailer
Sales Associate (RSA) program; “Anso? Hope so.” Consumer Brochures and a Shaw
Warranty Brochure covering all warranties; a Shaw Warranty RSA Pocket Guide;
Limited Lifetime Warranty Product Clip on tags; along with in-store POP Kits; a
“Torture Test” to be announced Jan. 7; and Post-torture test in-store support.
to powerfully communicate the durability story of Anso nylon with realistic and
attention-grabbing graphics and product performance facts that support the
message,” said Kathy Young, Shaw’s director of creative services. “We have
listened to Shaw customers and studied our consumer research. From Shaw’s
patented R2X stain and soil repellency, to SoftBac backing system, to the new
limited lifetime warranties, Anso nylon is a win for all of us -- and we’re
giving our customers the tools to make it a great 2010.”
Hope so.” brochures and POP are available starting Jan. 1 on ShawAdSource.com. For more information, contact
your local Shaw territory manager.
Shaw to launch new warranty package with Anso campaign
December 16, 2009