Branding |  SaaS Marketing  |  Product Positioning

Wilsonart, the largest U.S. manufacturer of laminate surfaces, had long faced a dilemma in the consumer market: laminate was viewed as the outdated, cheap alternative to granite and other high-end design solutions.

 

By repositioning Wilsonart as a leader not only in affordability, but in design, sustainability, and function for the “real” world, we developed an integrated campaign story that highlighted the benefits of laminate surfaces as a first choice for home remodeling and building. The repositioning stressed the eco-friendly attributes of laminate and emphasized the durable, easy-care advantage laminate offers over high-maintenance granite surfaces. The campaign highlights the latest Wilsonart designs in dreamy, modern kitchens. The beauty of the countertops shines through, with hints of “real life” designed to connect the product to the consumer's own world.