Federation takes carpet ads into the world of fashion, music, movement

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Auckland agency Federation is at the centre of a branding campaign and a series of stunning new commercials to re-launch and spruce up the image of Cavalier Bremworth carpets – an iconic New Zealand brand that Kiwi families have walked over for decades.

A 55-year love affair with the qualities of wool has earned Cavalier Bremworth an enviable reputation, but it’s ‘innovate or stagnate’ in the carpet industry and solution-dyed nylon (SDN) carpets are currently experiencing a strong growth in demand throughout Australasia.

So Cavalier Bremworth created two innovative and sustainable SDN carpets and looked to its agency Federation for a category-breaking re-launch story that created a rapid shift in consumer perceptions. They wanted a “memorable brand campaign that embodied the gravity of their decision to move the business into SDNs – work that went a lot deeper than happy families sitting on nice carpet.“

By drawing a strong link between carpet and fashion, Federation has taken Cavalier Bremworth from a trusted brand in a tired and worn category to an unexpected brand with a global feel, championing an entirely new product and customer experience.

The campaign launched on TV screens around the country last weekend with a 60sec brand ad, featuring the three hero carpets – Wool, Siren and Valour. The launch was supported with three 30sec product spots that delved a little deeper into the benefits of each hero carpet.

Siren is made with the world’s first fully sustainable nylon fibre, ECONYL®, a 100% regenerated fibre made entirely from recycled synthetics, including fishing nets recovered from oceans throughout the world. ECONYL® collaborates with Levi’s, La Perla and Speedo among others, so to be the first carpet company to adopt such pioneering technology is a real coup for Cavalier Bremworth.

Valour is Cavalier Bremworth’s most durable solution-dyed nylon carpet and the fibre is made from 30% recycled materials that have been saved from landfill and other synthetic waste materials sourced throughout the world

From Paul Alston, Cavalier Bremworth CEO: “We’re signalling that Cavalier Bremworth is back with a fresh and modern perspective. It’s our vision to become an iconic New Zealand brand and this re-launch campaign is a massive leap in the right direction.”

Research showed that the target market (mainly females over 35) treat decisions around the brand, cut and style of their carpet in the same way they choose their personal fashion style.

With that in mind Federation’s creative people designed a campaign that “befits Cavalier Bremworth’s unrelenting drive for avant-garde excellence. One that provokes the senses by intertwining fashion, music and movement. One that goes back to the company’s DNA and makes the actual fibre, the hero. One that’s captivating, iconic and extends effortlessly into each brand touch point.”



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