a Forming a Partnership by Design | Carmichael Lynch Relate
Formica Corporation

Forming a Partnership by Design

Categories: Home & Design Work

Challenge

For generations, Formica® Brand has been known for its durable, High Pressure Laminate kitchen and bathroom countertops. But today’s brand has an increased focus on creating design-forward options, as well as inspiring new and different laminate applications.

Our challenge: enhance or change perceptions of the brand among architects, builders and homeowners to shed its vintage reputation and create a more receptive selling environment.

Idea

We knew we needed a respected third-party expert who could resonate with our target, so we proposed partnering with designer Leanne Ford to push the brand into relevant design conversations and collaborate on future collections. Already established in the design world, she was about to catapult into HGTV stardom with the debut of “Restored by the Fords.”

We inked the partnership before the show launched and conducted targeted media outreach to top tier consumer and trade outlets about our partnership on the heels of HGTV’s best-rated new program.

Results

We successfully shifted the brand’s reputation, positioning it as a design-forward choice for any room or application in the home.

– Coverage secured within the first week of the partnership announcement included features in Real Simple, domino and the Pittsburgh Post-Gazette.
– Based on the success of the partnership, Formica® Brand decided to feature Leanne in its first TV commercial in 40 years

tower