These outdoor living brands miss a deeper opportunity to connect with homeowners.
Last Wednesday, James Hardie stock tumbled nearly 35% – its biggest single day drop since 1973 – on missed expectations. The company’s profit declined 28% year over year during its fiscal first quarter. Net sales tumbled 9% over the same period.
Results followed the company’s recent acquisition of Azek in a $8.75 billion cash-and stock deal that created a combined industry leader in exterior and outdoor living products.
Amid a difficult backdrop, CEO Aaron Erter promoted, “AZEK again exceeded guidance, sustaining top line momentum and impressive profitability. For Deck, Rail & Accessories, solid sell-through growth demonstrates the resilient demand profile of the category and TimberTech’s strong value proposition.”
K&A Campaign Critique:
Decking Brands Take Center Stage and Miss the Emotional Mark
As outdoor living continues to rise in popularity, decks have evolved from simple platforms… into personal sanctuaries. They’re places of rest, gathering, and connection with nature.
So, it’s no surprise that two of the industry’s leading brands have launched new campaigns – aimed at capturing attention – in this highly competitive space.
AZEK Company, makers of TimberTech, recently released a fire-resistance comparison video to showcase its Advanced PVC Decking.
And in concert, Trex introduced a lighthearted campaign built around real people. Both campaigns are visually polished… but ultimately miss an opportunity to connect at a deeper, more emotional level.
TimberTech Taps a Timely Message but Delivers It Flatly
Let’s start with TimberTech. The brand’s recent video pits its decking against a leading composite competitor in a controlled flame spread test, demonstrating TimberTech’s Class A fire rating. This is an important and relevant message, especially as wildfires become more frequent and severe in regions like the western U.S. and parts of Canada.
In that sense, the campaign is timely and grounded in real consumer concern. Fire safety is no longer merely a niche conversation. It’s becoming a top consideration in material selection – particularly for architects, builders and homeowners – in fire-prone areas.
While the content is relevant, the delivery underwhelms. The video is dry and purely technical. The accompanying landing page is informative… but reads like a spec sheet. What’s missing is the emotional context:
The stray spark from a grill. A child’s birthday candle catching on a cushion.
Most importantly, the real fear homeowners experience… during a wildfire warning.
Instead of tapping into the human side of fire safety, TimberTech sticks to data. As a result, the campaign becomes more of a reference tool than a compelling brand moment.
It’s useful for specifiers… perhaps suitable for an architect’s literature library.
But not memorable as a brand campaign.
Trex Gets Close. But Doesn’t Go Far Enough
Trex is aiming squarely at consumers with its new “Trex Vs” campaign. A visually dynamic series… that compares the brand’s composite decking to real-world wear-and-tear scenarios.
Whether it’s muddy work boots – spilled wine, or searing summer sun – each ad highlights how Trex performs under pressure. Promising durability. Easy cleanup. And low maintenance.
One particularly questionable spot has a young girl practicing her gymnastics – perched high on the railing – as if it were a balance beam.
Did the legal department sign off on that one?
The campaign is clever. It’s fast-paced.
And it’s certainly more entertaining than a host of building materials advertising. But despite the energy… the campaign stops short of making a real impact.
That’s because – at its core – it’s still a feature-first message.
Durability. Stain resistance. Fade protection. These are important product qualities. But they’re also expected in a mature channel.
As the category leader, Trex isn’t saying anything its challenger brand competitors couldn’t. And in the absence of a clear, emotional hook… the message signal blends into the noise.
The brand could have leaned into the emotional – better still, aspirational – aspects of outdoor living. Showcasing decks as beautiful sanctuaries. Gathering spaces. And creative expressions of lifestyle.
Instead, the campaign focuses on what the deck can withstand.
Not what it can inspire.
Entertaining? Yes. Memorable?
As a brand-building effort, “Trex Vs” plays it safe. And the brand leader should be doing more.
Two Missed Opportunities. One Shared Problem.
Both TimberTech and Trex both have opportunities to own a bigger idea.
TimberTech with a real, timely issue on its side… didn’t tell a story around it.
Trex has earned brand recall, but didn’t use that category leadership to differentiate.
What today’s buyers want goes beyond performance. Audiences seek connection.
They deserve peace of mind. And to be inspired. Decking brands that understand this – and act on it – have the opportunity to (excuse the pun) rise above the rest.
In categories where functional performance is table stakes… brands must do more than merely explain. They must resonate.
Don’t stop believing.
After, there are bigger stories to tell.
