ARMSTRONG
April Thornton
Mktg. Consultant
BBDO
David DiRienz
Jim Santora
Susan Credle
David Lubars
Bill Bruce
Jeffery Mordos
Dori Ellowitch
OMD
Toni Racioppo
Lindsay Belisle
Assoc. Creative Dir.
Sr. VP
Exec. Creative Dir.
Chrmn.-CCO
Chrmn.-CCO
COO
Assoc.
Client Comm. Dir.
Strategy Super.
THE CLOROX CO.
Suzanne Sengelmann
Jessica Buttimer
Aileen Zerrudo
VP-Specialty Div.
Dir.-R&D
Sr. Group Mgr.
DDB SAN FRANCISCO
Stacey Grier
Rebecca Hines
Debra Berman
Chad Ackley
OMD
Shelly Lampe
TRIBAL DDB
Vanessa McCutcheon
TRACYLOCKE
Jennifer Nannini
Chief Strategic Officer-Mngng. Part.
Group Acct. Dir.
Planning Dir.
Group Creative Dir.
Acct. Dir.-Strategy
Acct. Dir.
Acct. Dir.
UNREAL
Consumers have always thought of Armstrong as a trusted
flooring company but were unaware of all the product forms
Armstrong offers. Moreover, laminate floors were typically
considered to be an inferior imitation of hardwood. Through this
campaign, consumers were taught that not only does Armstrong
sell laminate flooring, it sells laminate floors that are so beautiful
that they can actually pass for hardwood.
JUST WHAT THE WORLD NEEDS: ANOTHER GREEN CLEANER
Consumers actively seeking more natural options for their homes
were becoming a fast-growing segment. Niche brands like
Seventh Generation, Method and Mrs. Meyers had long been
offering options but left much to be desired. The consumer wanted
something decidedly different – an authentically green product
that actually worked. Through multiple channels and a broad array
of very real brand experiences, Green Works became the No. 1
natural green cleaner in just six months.
