Dalton—Every parent knows what happens when a cup of Kool-Aid is placed in the hands of a toddler: The brightly-colored liquid will invariably find its way to the carpet. However, during a demonstration held here earlier this month, officials with 3M proved that due to technological advances those little accidents no longer have to result in permanent reminders of a child’s favorite flavor thanks to new stain-protection technology. Using a red variety of the popular drink, demonstrators showed that carpet samples treated with the reformulated Scotchgard brand stain protector required a simple rinse in water to look as good as new. The non-treated samples, however, were permanently stained.

“We are pleased to present our new technology, new products and a fresh new look to the carpet industry,” said Paul Colbert, sales and marketing manager for 3M Protective Materials Division, “and keep the Scotchgard brand presence expanding as the number one name in soil and stain protection.” Addressing members of the Dalton-based carpet industry at the Northwest Georgia Convention and Trade Center, Colbert explained that Scotchgard protector has much in store for the future of floor coverings. One aspect assisting Scotchgard in its forward endeavors is its brand-name power, he said. “Ninety-eight percent of women age 25 to 54—our target audience—know the Scotchgard brand. They purchase Scotchgard almost three-to-one over any competitor of protective treatment.”

As a result of identifying the new sustainable technology, Colbert announced an extended limited warranty from five to seven years and a new seven-year soil guarantee for nylon carpet as well. “This warranty also includes the Bissell ProHeat Pro-Tech deep cleaning system with Scotchgard protector as an alternative to professional cleaning that will fulfill the cleaning requirements,” he said. “This is the only do-it-yourself carpet cleaner to deep clean and add Scotchgard protector simultaneously ( FCNews, Sept. 3/10, 2001).” Colbert added the new products will also bring about a new quality assurance and testing program that will be implemented to ensure Scotchgard protector treatments are applied according to specifications to guarantee customer satisfaction and loyalty.

“This new program will allow 3M to continue to communicate product excellence and, in turn, provide the performance retailers and consumers expect from Scotchgard brand products,” he said. To help 3M acquaint customers with the new products and warranties available under the Scotchgard brand, a new “look” is being introduced. “By combining the current equities of the brand’s recognizable 3M plaid design with a contemporary look,” Colbert said, “a higher purchase interest, imagery and appeal is created, according to research conducted by 3M.” Though the Scotchgard name has been synonymous with carpet and fabric protection since the product was invented in 1953, Scotchgard protector will soon be found in other areas in and around the home, Colbert added.

“From soft surfaces to hard surfaces, Scotchgard protector will increasingly become an ever-present part of consumers daily lives,” he said. “The Scotchgard brand is here to stay and will continue to play a central, integral role in consumers lives now and in the future.” High brand awareness, new technologies and attention to customer service through a successful toll-free number keep Scotch-gard protector moving forward in the industry, Colbert concluded. “This is only the beginning of a new revolution and generation of Scotchgard brand products designed to help keep things looking good longer.”