TitleWriting a New Story for Surfacing
Agency
Campaign Writing a New Story for Surfacing
Advertiser Carmichael Lynch Relate
Brand Formica Corporation
Philosophy

For generations, Formica Corporation was known for its durable, high-pressure laminate kitchen countertops. But after more than 100 years in business, the company had a new story to tell with Formica® Writable Surfaces, six chalkboard and markerboard designs made to be written on and wiped clean on vertical and horizontal surfaces throughout the home. Our challenge: Launch Formica® Writable Surfaces as an on-trend solution for any room in the home.

Idea:

Think beyond the kitchen and traditional surfaces by demonstrating how Formica® Writable Surfaces can unlock creativity in any room, from bedroom walls to tabletops, desktops, cabinet fronts and more. Execution: By launching the product at the Kitchen & Bath Industry Show, one of the industry’s biggest tradeshows, attendees and media saw firsthand how the Formica® Writable Surfaces designs could be used. The ColorBook markerboard design illustrated the coloring book trend with floral lines to fill in, erase and color again. The ImagiGrid design offered a practical grid for creating lists and schedules. The LoveWords design featured words such as “family” and “cozy” as a backdrop for writing personalized expressions.

Influencer marketing: We engaged with up-and-coming food influencer ChelSweets and organizing aficionado Organizing Made Fun to share their own Formica® Writable Surfaces experiences. ChelSweets created a video of her unicorn cake made on a table featuring the ImagiGrid design, and Organizing Made Fun’s created a refreshed home command center featuring the ColorBook and ChalkAble™ designs.

Media relations: Through our outreach, Formica® Writable Surfaces captured the attention of influential home and shelter editors across the nation. As a result of our relationships, HGTV’s “The Property Brothers: Buying + Selling” fourth season incorporated the new products into an episode, which garnered more than 1.3 million impressions.

Results:

Within the first year, we garnered more than 250 million media impressions and 170 placements for Formica® Writable Surfaces. Feature placements include The Associated Press, USA Today Home, The DIY Network and Better Homes & Gardens. Our influencer program garnered more than 1 million impressions. In addition, ChelSweets’ video is one of her most viewed to date. 

Media Type Public Relations

Our Work