Right Message, Wrong Messenger.
In an increasingly tough market place, Wear-Dated, Solutia’s residential fiber division, was looking for a key marketing differentiation to offer its retail and supply partners. The existing materials, while adequate, did not make the brand stand-out to the desired female demographic.
Torus Marketing approached this is a re-invigoration of the brand and its relevance to the female consumer. This took shape as the “By the Foot” brochure. What would women want to touch, read and engage in the retail environment? What would get their imaginations and their passion for their home inspired?
This was the kind of thinking that resulted in this brochure, a 12″ x 12″ full color brochure, with a custom embossed cover and custom designed, branded acrylic holders for their retail shelf life.While it still contains all the important content of the former material, it conveys this content within a colorful, emotional package with a nod to female fashion and style. A package, according to retail feedback and award shows around the country, that works well for the intended audience.
This brand refresh has played out as well in trade advertising, consumer advertising, on the national web site, retail in-store displays as well as at trade shows and conventions. This branding effort has become the brand standard for Wear-Dated.
