Carmichael Lynch Goes Below The Surface for Formica’s Look

By Ellen Rooney Martin

CHICAGO–Formica Corp. is looking to update its image and become foremost in the minds of consumers through Carmichael Lynch’s first print campaign for the client.

Heavy competition in the kitchen surfaces category has left the nearly 85-year-old Formica brand looking to rebuild consumer awareness. The company, which is based in Cincinnati, begins that mission with a print campaign themed ‘Possibilities,’ which will break in June issues of shelter publications, including Country Home and Home.

The ads promote a product line that includes Formica brand laminate, Nuvel surfacing material and Surell solid surfacing material. This is the agency’s first work since winning the surfaces account in September 1996.

The campaign, which consists of five two-page spreads, will run throughout 1997.

The spare ads are visually dominated by a single object, such as a colorful cup and saucer in one spread, meant to signify a person’s decorating style.

‘The point is to clearly build a bridge between the objects that reflect or inspire a person’s decorating tastes and Formica Corp.’s vast product palette,’ said Jud Smith, group creative director/senior partner at the Minneapolis agency.

The campaign also will include a direct marketing component with a toll-free number for local retailer information. Callers will be sent a free copy of a home decorating magazine produced by Formica.

Formica Corp. spent $2.7 million on advertising in 1996, according to Competitive Media Reporting.

Carmichael Lynch also handles Formica’s new flooring products. Its first advertising for that company division, a 30-second television spot, began airing last month.

Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED