Corian Counters Fears

GDR Selling Peace of Mind in New TV Work
CHICAGO–DuPont suggests its Corian brand countertops bring peace of mind in new TV work from Gabriel Diericks Razidlo in Minneapolis.
A spot titled “Oasis” breaks this week on national cable and home-improvement related programming. It shows a couple eating a relaxing breakfast at a Corian countertop, even as construction workers remodel a home around them.
“It goes with anything, and puts up with everything. Which might help you do the same,” a voiceover says. It’s GDR’s first TV work for the brand since landing the $3 million account last year.
The spot addresses the uncertainty of beginning a home-improvement project by suggesting “you should start with Corian because it makes all the other things you have to put up with so much easier,” said agency president Tom Gabriel.
The spots echo a print campaign that broke last fall. Those humorous ads also confronted head-on the many decisions involved in constructing or remodeling a home.
Previous TV work from BBDO New York stressed Corian’s durability with the tagline, “Created for life.” But research showed people bought the product because it made them feel better, Gabriel said.
“It was one of those decisions that you would look back on and wouldn’t have any regrets about,” he said.
GDR won Wilmington, Del.-based Corian’s creative and planning duties from BBDO in January 1998, and last summer partnered with Haworth Marketing & Media, also in Minneapolis, to land the media account.
DuPont spent about $3 million on advertising for Corian over the first 11 months of last year, according to Competitive Media Reporting.