Shaw revamps national ad campaign message to emphasize product performance

HTT Staff -- Home Textiles Today, 2/4/2011 1:59:59 PM

Dalton, Ga. - Shaw Floors is gearing up for the launch this spring of its new national consumer advertising campaign, which is taking a new approach by emphasizing the company's high-performance products, including area rugs.

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, luxury-centered 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.

Shaw's retail customers will have the opportunity to use the new ads starting this spring with customizable print pieces, TV spots, radio scripts and more. "We will support our retailers in leveraging this campaign in the marketplace," said Young.