A new print ad from Shaw Industries touts the company’s commitment to environmental concerns and encourages consumers to think green when they look for flooring. The new ad is a continuation of the company’s “I want a floor…” campaign in which consumers wistfully express their preference for various features. The new ad centers on the message “I want a floor that is designed to be recycled…” It will begin appearing in the July issues ofSouthern Living, SunsetandMetropolitan Homeand will be seen in the August issues ofHouse BeautifulandTraditional Home.In September, the ad will run inCountry Living, Good Housekeepingand again inTraditional Home. This Old Housewill feature the ad in October.
Shaw’s creative director Kathy Young notes that buying decisions have become increasingly green. “Today’s consumer is invited to choose green products in more and more market segments. Shaw’s green ad appeals to the feel-good aspect of choosing recyclable flooring, while the image of a beautiful patterned carpet from the Inspired Spaces collection demonstrates that the consumer doesn’t have to sacrifice style to have the most environmentally friendly floor. The copy gives the consumer a simplified explanation of why Shaw’s green story is different-and better.”
According to Young the marketing effort is in keeping with the company’s “commitment to environmental consciousness.” Last year, it unveiled the Shaw Green Edge concept as a marketing concept designed to unify more than 100 environmental initiatives at Shaw. The company maintains that it is now “the undisputed industry leader in environmental stewardship.”
A commitment to cradle-to-cradle production enables carpet to be collected and then manufactured into new product repeatedly. Shaw’s effort involves collecting old carpet that contains Type 6 Nylon and recycling it back into carpet again and again. This process takes place at Shaw’s Evergreen Nylon Recycling Facility, which is said to be the only operating plant of its kind.