The Rebirth Of A Brand

Hoping to gain consumer awareness for its upholstery brand, the makers of Wear-Dated fabrics hired Sawyer Riley Compton here to create an image campaign.
Solutia, the unit spun off from Monsanto in 1997, produces a nylon called Acrilan for consumer and industrial products, including Wear-Dated carpets.
Sawyer Riley Compton (SRC) won the business after Solutia’s agency review last year for Wear-Dated carpet was halted in favor of using public relations firm GCI Group here. GCI also does public relations for the upholstery brand.
Christine Whittemore, Acrilan home furnishings business director, was involved in that review and “was very impressed with the ideas that Sawyer Riley Compton brought to the table.”
Declining to characterize SRC as the agency of record for Wear-Dated upholstery, Whittemore instead called the shop “an important resource.”
After handling projects for Solutia over the last six months, SRC was asked to develop a consumer and trade test campaign for an undisclosed Southern market this fall.
“We are creating a brand for Wear-Dated upholstery from the ground up,” said SRC senior account executive Sheri Sorrell.
Agency president Frank Compton said the shop’s duties will include print and broadcast advertising, though it has not been determined whether TV will be part of the mix. The budget was undisclosed.
“We work closely with retailers to develop pull to the ultimate consumer, but we believe there’s an extra opportunity” in speaking directly to the consumer, Whittemore said.