Case Studies Wilsonart – Hand Scraped Product Line Extension Download Pdf The Challenge After the highly successful launch of its Red Label Collection in early 2004, Wilsonart® Flooring decided to extend the line with a new group of five "hand scraped" designs. While the products were to fall under the Red Label banner, they also needed to be distinguished from the original collection - both in the minds of retailers and at the physical point of sale. The Solution MAI worked to graphically integrate the Hand Scraped products into the existing Red Label line while maintaining a unique identity for the new designs. MAI also created an array of sales support materials to underscore the key point of differentiation between the original Red Label products and the new Hand Scraped line extension. The Results As with the original Red Label Collection, the Hand Scraped line extension was met with tremendous enthusiasm by Wilsonart Flooring distributors and retailers alike. The company has achieved strong representation for the new designs by its retailers in just a few short months. Elements Distributor Sell-In Kit - MAI created the support tools and materials required to launch Red Label Hand Scraped Collection to distributors, as well as the materials that distributors, in turn, needed to sell the line to retailers. The kits included white papers, photographs of the display addendum kits, a sales support program overview and brochures featuring the new designs. Merchandising - MAI designed and produced a display addendum kit that would allow the new Hand Scraped designs to be showcased on the original Red Label display. The kits included retrofit hardware to turn the existing display into a two-sided, freestanding unit, as well as a separate graphic panel that explains the Hand Scraped story to consumers. Warehousing/Fulfillment - after producing the display addendum kits, MAI's Integrated Fulfillment Group drop shipped the kits to distributors on an order-by-order basis. Consumer Literature - a four page brochure featuring a unique embossed and die-cut cover was produced to highlight the highly textured nature of the new Hand Scraped products. Trade Advertising - to help generate interest among retailers, MAI designed and produced an ad featuring the Hand Scraped products for placement in trade publications. Results The Hand Scraped product line extension has been enthusiastically received. A total of 5,000 display addendum kits were produced for drop-shipping to distributors. Background Wilsonart International was founded as a producer of high-pressure decorative laminate in 1956. Wilsonart began producing laminate flooring for residential usage in 1995 and has established itself as the industry's second largest manufacturer. MAI has enjoyed a working relationship with Wilsonart International for more than 20 years and has served as the agency-of-record for Wilsonart Flooring since its inception.