In August, 2002, we announced the You'll Wear Out Before Wear-Dated Does campaign:
Beginning in October, Solutia will launch a Wear-Dated marketing campaign featuring consumer-friendly ads in 18 of America's most popular shelter magazines.
The focus of the full-color ads will be "You'll wear out before Wear-Dated does."
Additionally, Wear-Dated will debut an enhanced logo with easier-to-read lettering on an oval-shaped emblem.
The campaign assures customers that a carpet made with Wear-Dated fiber is so durable that Wear-Dated guarantees the whole carpet, Solutia explains.
The new logo, as you see here, also references 'carpet fiber' rather than carpet:
Our agency for the campaign, Hughes, describes the campaign and its results as follows:
Carpet and the Ironman Triathlon World Championship? Strange bedfellows? Not when it's Wear-Dated®, the carpet fiber known for durability. When Wear-Dated approached Hughes to help reposition their product against tough competition, Hughes helped Wear-Dated carve out a unique and powerful position centered on durability. Through a series of family friendly national magazine, television and radio ads, Hughes has helped tell the world that "You'll wear out before Wear-Dated does." The results have been phenomenal. Awareness increased from 61% to 78%. New product introductions at mills went from 4 to 30. And, Web traffic has soared 550%!
To further reinforce our durability position, Hughes helped Wear-Dated secure a partnership with Ironman, the ultimate test of durability, providing 100 yards of customized carpet for the finish line at their World Championships in Kona, Hawaii. Since first working with Ironman, Wear-Dated has continued to expand its relationship with Ironman to include regional races for Iron Girl, further reinforcing the brand with our female target. Wear-Dated's retail customers are even getting involved by tying in to local races.
[The Hughes site also includes our TV ad and the IronMan truck banner.]
Written by:
Christine Whittemore
8/27/2002 5:09 AM
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