McClain Finlon Aims Johns Manville at Consumers

Rather than assure jittery consumers that chemicals used in building-insulation materials pose no heath risks, Johns Manville is suggesting the opposite.

The largest campaign ever launched in the company’s 144-year history focuses on its decision to remove a suspect material from its products. The new spots, created by McClain Finlon, even suggest consumer fears were well-founded.

The campaign, breaking in mid-April, introduces the building supply company’s new line of formaldehyde-free fiberglass insulation. The client said the product was created in part to address consumer health concerns about formaldehyde.