SITUATION:

Honeywell’s Anso® nylon brand carpet fiber was a major supplier to carpet mills, but faced stiff competition from DuPont, Invista, Solutia and even the fiber-producing mills themselves.

TASK:

While carpeting was traditionally the first step to introduce color to a room, the exploding home makeover movement now encouraged consumers to rely on paint as the initial design consideration. Lower cost paints and higher end wood flooring were now viable options to carpeting. How could Anso reverse this trend and push more carpet fiber sales to the mills?

ACTION:

K&A was able to uniquely rebrand and present Anso carpet as an inspirational color design element. In fact we positioned it as the “fifth wall”… with the added corporate benefit of planned obsolescence. Strategically placed trade ads and fresh, targeted creative capitalized on the new, bold color palette and the new theme: “Carpet: The Foundation of Great Design.”

RESULTS:

Honeywell Anso ® nylon experienced a 10% sales increase.  Web traffic increased an incredible 119%. And requests for the design brochure saw a six-fold increase over the monthly average. Click here to view how K&A’s creative wove a whole lot of green into Honeywell’s bottom line.