Armstrong Residential Ceilings

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Introducing a New Product Requires an Innovative Branding Strategy for Success

Launching an inventive new product line can be challenging even when you are a global leader in the category. Well known for their suspended ceiling products, Armstrong® Residential Ceilings was preparing to launch a new luxury line of metal ceiling tiles that would require a different approach. They found their partner for success in Fresh Creative.

The ceiling is often an afterthought in design. The “fifth wall” was new territory for making a statement in most residential homes and Armstrong was preparing to push the market beyond standard flat white paint or drop ceilings with this luxury line extension. The new metal ceiling panels were designed to recreate the look of antique tin ceiling tiles lending themselves to a variety of design styles from vintage and transitional to modern and industrial. Available for both suspended and nail-up applications, the target market was decidedly more upscale than their traditional consumer.

Branding Strategy

Armstrong reached out to Fresh Creative to help them launch this new product by creating a comprehensive identity program to target an upscale audience. Building on their expertise in the luxury home products market, the Fresh Creative team got to work on developing the new brand identity.

The new product line needed a unique name that broke through current market perceptions of Armstrong ceiling products while connecting with an upscale audience of interior designers, architects and consumers. Fresh Creative developed the trademarked name Metallaire® that not only communicated the intrinsic material difference in the product line, but also conveyed the luxury positioning of the product.

With a new name and strategy in place, Fresh Creative developed a comprehensive branding campaign for the launch of Metallaire including creation of a new logo, retail catalog, brochure, packaging and point-of-purchase (POP) signage and displays. Creating a new brand is exciting, but the success of the product launch is the true test. Since its initial launch, the Metallaire product line continues to grow with new finishes and new uses for the product such as backsplash installations that allow Armstrong to expand even more into the residential home finishes market.

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