Article Number : 2313 |
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| Date | 8/21/2007 9:22:03 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=2313 |
| Abstract | Garner, N.C.—When Pergo first came to the U.S. in the early to mid 1990s, the company stormed on the scene with an aggressive advertising campaign that took a brand no one ever heard of and turned it into a household name... |
| Article | Garner, N.C.—When Pergo first came to the U.S. in the early to mid 1990s, the company stormed on the scene with an aggressive advertising campaign that took a brand no one ever heard of and turned it into a household name. Beginning late this summer, the laminate maker launched a multi-faceted marketing program featuring “Pergo,” a 110-pound Great Dane puppy, to help remind consumers “There’s Only One Pergo.” The comprehensive communication strategy features print ads in national consumer and trade magazines, TV commercials on select home improvement and lifestyle networks and banner advertisements on design and decorating-focused Web sites. “The primary goal for our new advertising campaign is to reinforce Pergo as the brand that consumers know and trust when purchasing laminate flooring,” said David Small, director of marketing. “Not all laminates are created equal—and we want flooring customers to realize that there really is only one Pergo, and it should be requested by name at their local retailers.” Incorporating Pergo the spokesdog into its advertising, he added, underscores the durability and livability of Pergo flooring and allows the manufacturer “to create a clear emotional connection between our brand and consumers. This dog is the perfect embodiment of our key brand characteristics. He’s family-oriented, fun and inviting and he brings home the message that Pergo flooring can truly stand up to anything that life may bring.” As for the print ads, which will run in magazines like Better Homes and Gardens and Traditional Home, Small noted the creative focuses on the humorous aspects of everyday life with a Great Dane and highlight the strength, beauty and resilience of the Pergo flooring that survives his daily misadventures. For example, one layout features the dog patiently receiving a puppy manicure-pedicure from his young owner after a hard day at play, while another shows him taking part in an at-home fashion show with the kids of the house. Similar humorous concepts can be found in each type of ad—print, TV or Internet. While each advertisement is unique, Small said the focus of all the ads is on selling genuine Pergo flooring. “This is part of Pergo’s continuing commitment to support our retail partners and ensure our brand awareness and preference is the highest in the industry. “Our integrated communications program sends a clear message that the Pergo brand is stronger than ever,” he concluded. For more information on Pergo and its ad campaign, call 800.337.3746. |