Thursday, March 13, 2014

The Hole Story

In 2012, Shaw Floors developed an advertising campaign to promote Caress, its luxury carpet brand. The 30-second TV commercial focused on taking a piece of the softest things in our environment (a soft blanket, a fuzzy slipper, a ball of yarn) to create the world’s softest carpet. ( )

Sonya Clark of SDC Promotions, an iPromoteU affiliate in Fair Oaks, California, went work to find a way to use a promotional product to help the Caress brand execute its strategy. A super soft plush teddy bear was a natural fit to put on display in stores, give as a gift with purchase and use as discussion pieces at trade shows. 

While it is easy to find a soft teddy bear in our industry, it’s hard to find one that tells the “hole” story for the Caress brand. The team at Artistic Toy went to work on its nine-inch Cream Peter Bear (S2131) to turn an ordinary teddy bear into an extraordinary brand ambassador for Caress. The Caress brand bear has a hand-cut and sewn-in patch on its backside that is imprinted with the word “Ouch.” The bear is decorated with a double- sided ribbon with the Shaw Floors logo on one side and the Caress brand logo and message, “Softness you love now in your carpet” on the other side. This product and its application won a PPAI 2014 Supplier Achievement award in the Mascot/Character Development category.


No comments: