leading the launch of PINK Next GenTM FiberglasTM insulation
Just because a product has been trusted for decades doesn’t mean it should feel stuck in the past. Owens Corning partnered with Interrupt to launch PINK® Next Gen™ Fiberglas™ insulation with a modern product story, refreshed positioning and integrated marketing strategy designed to reshape perceptions for contractors, builders and homeowners alike.
Strategy
The opportunity
New tech delivered notable improvements to Owens Corning's flagship PINK® FiberglasTM insulation line. Our task: Recast a well-known product in a new light for today's hard-to-impress audiences.
Our process
Merge input from R&D, marketing, sales and real customers to understand the most meaningful benefits, back them up with real data and craft it all into a deep and wide storytelling strategy.
the results
A creative approach that feels familiar and yet fresh. Plus a robust marketing toolset designed to empower conversations and win fans today, while laying the foundation for future innovation.
changing perceptions of fiberglass insulation
When you're the industry's most recognized brand, it can be hard to change perceptions. For instance, PINK Next GenTM FiberglasTM feels soft, not scratchy. But audiences need to see and feel to believe. The team combined product samples, blind touch tests, user interviews, and even microscopic photography to demonstrate the new product's "soft-as-cotton" texture.
messaging
A people-purposed approach
This story is not just about the product, but also the kind of person who chooses it. People who install insulation care about different things than the people who live with it behind their walls. So we developed a framework with the flexibility to emphasize what matters most to each audience.
naming
what's in a name?
The team chose a name that highlights Owens Corning’s heritage as the inventor of “Fiberglas” as well as its current role as industry innovator. This simple, intuitive update signals that there's a significant step-change in the product, while leveraging the power of its existing brand equity.
photography
covering every angle
The first-ever home to be insulated with PINK Next GenTM FiberglasTM insulation was the perfect place to capture real contractor reactions, plus fresh new video and photography to represent the next generation of builders, contractors and homeowners.
infographics
success is in the cards
Faster install is great, but what does that really mean? We turned time trial data into infographics with bottom line numbers contractors can appreciate. A set of demo cards makes it easy for the sales team to custom-tailor conversations to each customer. QR codes make video content easy to access on any device.
sales tools for every audience
To support conversations through the entire sales channel, we captured key benefits in customizable eye-catching print and digital materials for dealers, builders, contractors and homebuyers.
buzz in a box
To help get the word out, we gifted sales reps, stakeholders and influencers with customized launch kits featuring a product sample, literature and branded swag.
signage
signs everywhere
We created a selection of mix-and-matchable environmental graphics means the sales team is always show-ready.
public relations
public relations that amplified launch awareness
Thanks to our PR push, PINK Next Gen™ Fiberglas™ is popping up on popular TV and radio shows, influential podcasts and industry publications.
Director of Marketing and Home Center Strategy, Owens Corning Residential InsulationTo a person, the Interrupt team is fun to work with and committed to delivering extraordinary quality. Your team just gets us, even before we get ourselves.
ready to be uncomfortable?
If you're ready to push beyond the status quo, we're ready to get to work.