Jul 14 2005
Georgia-Pacific announces the launch of two new consumer-advertising campaigns for the company’s Plytanium® Plywood product line and G-P Gypsum’s DensArmor® Plus Interior Wallboard. Advertisements for the two campaigns will appear on national broadcast outlets, as well as local broadcast and radio outlets in select markets across the country. The effort signals the largest consumer outreach the Georgia-Pacific Building Products Business has made to date.
Traditionally, Georgia-Pacific has marketed its building material merchandise primarily to the Building Products Industry. For 2005, however, Georgia-Pacific has added a new element to its marketing mix - direct to consumer advertising. The new consumer outreach efforts mark Georgia-Pacific’s recognition that today’s homeowners are more aware of practices and options in the building products arena as a result of the popularity of home improvement shows, Web sites and clinics.
"The consumer marketplace has changed dramatically over the last few years. Homeowners are suddenly very interested not only in the design elements of their home, but also how their home is built," said Chris Beyer, director of marketing for Georgia-Pacific Building Products.
G-P Gypsum, a wholly owned subsidiary of Georgia-Pacific, introduces a new campaign called Stop Feeding Mold™, which was created to educate consumers about a new interior wallboard that can help reduce the risk of mold growth in residential construction. Specifically targeting one of mold’s primary food sources - the paper found on most interior wallboard - the Stop Feeding Mold campaign spotlights DensArmor Plus, the only paperless wallboard available in North America. The DensArmor brand has been a favorite of builders for years. DensArmor Plus is the latest innovative additon to the line and will be commercially available to consumers nationwide this summer at many home centers and building material supply distributors.
Incorporating glass mat surfaces rather than paper, DensArmor Plus wallboard offers superior resistance to moisture and mold for the entire home, including damp areas such as kitchens, basements and bathrooms. For more information about DensArmor Plus and the Stop Feeding Mold campaign, visit www.stopfeedingmold.com.
Georgia-Pacific’s Plytanium plywood ad campaign is designed to communicate the superior building properties of plywood. Additionally, the campaign seeks to build consumer preference for plywood over OSB as a superior product for new home construction and remodeling projects. The targeted campaign is focused on 5 key markets (Atlanta, Charlotte, Nashville, Raleigh and Baltimore) and will include print, radio and television advertising.
The new ads are themed around plywood’s strength, specifically pointing out that many consumers depend on plywood when they need to protect the exterior of their home from storms. The ads urge consumers to remember that “if plywood is tough enough to protect a home on the outside, imagine the strength it provides on the inside”. Touted benefits include stiffer, quieter floors and more durable roofs. For more information of Plytanium plywood, visit www.plytanium.com.
The new campaigns were both created by Loeffler Ketchum Mountjoy, Charlotte, N.C.