Owens Corning Telling Tales in New Campaign

Fahlgren Ads Have Cinderella, Milkmaid Pitch Client’s Insulation
CHICAGO–Building on its animated advertising heritage, Owens Corning is offering fairy tales with a home improvement twist in new work from Fahlgren.
Animated 30-second TV spots see Owens Corning’s animated icon, the Pink Panther, enjoying familiar stories retold with home renovation angles. In one, Cinderella’s fairy contractor builds her a house to share with her prince, who prefers it to his cold, damp castle. In another, a frugal milkmaid refuses to marry the prince because he hasn’t insulated the castle attic.
The fully integrated campaign broke last week. The tagline is, “The stuff dream homes are made of.”
“Owens Corning has a history of animated advertising with the Pink Panther, so there was a natural extension of that,” said Mike Petty, senior vice president and group director at Fahlgren, Toledo, Ohio.
“We felt we needed an attention-getting format to break through the clutter of traditional home improvement advertising,” said Jerry Oleshansky, vice president of marketing for the Toledo-based building materials manufacturer.
The campaign also directs the audience to a customer help line and corporate Web site for the “full story” about Owens Corning products.
Oleshansky said the campaign kicks off one of company’s largest branding efforts in years, but he declined to give spending figures.
Owens Corning spent $2.5 million advertising its insulation products in 1998, and just over $200,000 in the first five months of 1999, per Competitive Media Reporting.