Jul 24 2005
Georgia-Pacific Corporation is announcing the launch of a new consumer advertising campaign for the company’s Plytanium® Plywood product line in a shift marking Georgia-Pacific’s recognition that today’s homeowners are more aware of practices and options in the building products arena as a result of the popularity of home improvement shows, websites and clinics. The ad campaign is one of the largest consumer campaigns Georgia-Pacific’s Building Products Division has made to date. The purpose of the campaign is to help drive sales of Georgia-Pacific products for builders through consumer education
The theme of the campaign is: “If plywood is tough enough to protect a home on the outside, imagine the strength it provides on the inside”
"As builders are aware, the consumer marketplace has changed dramatically over the last few years,” said Chris Beyer, director of marketing for Georgia-Pacific Building Products. “Consumers are suddenly very interested not only in the design elements of their home, but also in the products used to build their homes. This educational advertising campaign will assist homeowners in making better choices regarding building products and help them ensure that quality is built into their homes."
Traditionally, Georgia-Pacific has marketed its building products almost exclusively to the building products industry. For 2005, Georgia-Pacific is amplifying its marketing through this direct-to-consumer advertising. The consumer advertising for Plytanium Plywood provides a new mechanism for helping pull through sales of Georgia-Pacific products for the building and construction industries. As a result of the campaign, more consumers will have a greater awareness of products used in home building, as well as being sufficiently informed to ask for Georgia-Pacific products by name. Georgia-Pacific’s Plytanium Plywood ad campaign focuses on communicating the superior building properties of plywood. The new ads are themed around plywood’s strength, specifically pointing out that many consumers depend upon plywood when they need to protect the exterior of their homes from storms like hurricanes. The ads urge consumers to remember that “if plywood is tough enough to protect a home on the outside, imagine the strength it provides on the inside”.
Benefits featured in the ads include stiffer, quieter floors and more durable roofs. Additionally, the campaign seeks to build consumer preference for plywood over Oriented Strand Board (OSB) as a superior product for new home construction and remodeling projects. The targeted Plytanium Plywood campaign targets five key markets (Atlanta, Charlotte, Nashville, Raleighand Baltimore) and will include print, radio and television advertising.
The new ad campaign was created by Loeffler Ketchum Mountjoy, Charlotte, N.C. For more information on Plytanium plywood, visit www.plytanium.com. For more information on Georgia-Pacific Building Products, please visit Georgia-Pacific’s website at www.gp.com/build or call 1- 800-Build GP for literature or 1-800-225-6119 for technical information.