|ATLANTA, GA--Georgia-Pacific has embarked on a new advertising campaign to educate consumers about its Plytanium Plywood product line and its DensArmor Plus Interior Wallboard.
The new consumer-focused campaign is unusual for the company, which traditionally has targeted building product distributors.
"The consumer marketplace has changed dramatically over the last few years. Homeowners are suddenly very interested not only in the design elements of their home, but also how their home is built," said Chris Beyer, director of marketing for Georgia-Pacific Building Products.
The new campaign for Georgia-Pacific's DensArmor wallboard touches on a hot topic in construction these days: mold. DensArmor is made without paper that is typically found on most interior wallboards--and wallboard paper is a major food source for mold. (Check out the campaign here)
Georgia-Pacific's Plytanium plywood ad campaign is designed to communicate the superior building properties of plywood. Additionally, the campaign seeks to build consumer preference for plywood over OSB as a superior product for new home construction and remodeling projects. The targeted campaign is focused on 5 key markets (Atlanta, Charlotte, Nashville, Raleigh and Baltimore) and will include print, radio and television advertising.
The new ads are themed around plywood's strength, specifically pointing out that many consumers depend on plywood when they need to protect the exterior of their home from storms. 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." Touted benefits include stiffer, quieter floors and more durable roofs. For more information on Plytanium plywood, visit plytanium.com
This eUpdate posting by: Steve@BuildingOnline.com, Editor