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.