Fahlgren Shifts Owens Corning Media Buying Focus to Women

CHICAGO-Owens Corning is redirecting its marketing message in a new campaign for its insulation materials breaking today.
TV and print advertising from Fahlgren in Toledo, Ohio, continues the “System thinking for the home” theme introduced a year ago.
The Toledo-based company has, however, adopted a new media strategy that for the first time heavily targets women.
Its animated Pink Panther icon returns in TV spots airing on cable networks. While previous campaigns have focused buys on news and sports programming, the current effort includes slots on The Learning Channel, Discovery Channel and HGTV, as well as ESPN.
The print schedule reflects a similar shift. Replacing last year’s concentration in mainstream titles, such as Time and Newsweek, the new strategy calls for buys in shelter and women’s publications.
Some of these titles: Good Housekeeping, Home, Colonial Home, Woman’s Day, Country Home, among others.
Also included is the company’s first buys in USA Today. A full-page ad breaks Sept. 18; a series of half-page ads follows throughout the fall.
Print ads offer a free, energy-savings booklet, produced in conjunction with the U.S. Department of Energy. Also included are a toll-free phone number and the company’s Internet address (www.owenscorning.com).
The media strategy shift reflects the results of a study the company commissioned that was conducted by NFO Research in May and June.
It showed that 65 percent of women interviewed said their role in making home improvement decisions had increased in recent years, while 55 percent said they are doing more home improvement and repair work themselves.
One-third of the married women who participated said they considered themselves as or more skilled than their husbands in do-it-yourself work. Magazines are a major source of information on improvement work, according to the women surveyed.
Owens Corning spent $7.6 million on advertising for insulation products in 1996, according to Competitive Media Reporting. The company said spending has been increased more than 50 percent for the next 12 months.