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.