JOHNSON CITY, TENN.—Mullican Flooring is touting its latest green building products through a new advertising campaign that targets distributors, commercial builders and homeowners at point-of-sale. With a play on the words “pure genius,” the campaign pushes Mullican’s new Green Haven line, a domestic prefinished solid hardwood flooring, which is the company’s first 100% FSC PURE certified product ( FCNews, Aug. 3/10).

The campaign, which has appeared in trade publications and national magazines, has already brought results, noted Brian Greenwell, Mullican’s vice president of sales/marketing, as Green Haven sales are expected to reach $4 million in 2009.

“We wanted to develop a campaign that would communicate the significance of what Mullican has done in terms of offering a product which facilitates LEED certification,” he explained.

More and more construction projects are being driven by the U.S. Green Building Council’s, Leadership in Energy and Environmental Design (LEED) certification. On a LEED project, one of the ways to earn points is to use a minimum of 50% wood-based materials and products that are certified by the Forest Stewardship Council (FSC).

The PURE genius ads emphasize FSC PURE and the idea that Mullican makes smart decisions and is an environmentally responsible company. The word pure is the main focus in all four ads and is used to describe the words “commitment,” “confidence,” “contentment” and “craftsmanship.”

“We’re pleased with the results so far,” concluded Greenwell. “We worked more than a year to gain the certification for our Green Haven products, and we want our consumers to know about them.”

For more information, call 800.844.6356.