Case Studies Wilsonart Flooring – New Product Introduction Download Pdf The Challenge Wilsonart Flooring needed to launch a new collection of laminate flooring products to distributors, retailers and, ultimately, consumers in a way that would position them as being "the best" in terms of style and design when compared to the company's other product lines. The Solution MAI created "Red Label" to position the new products as "high-end, exclusive designs" that were unlike any other laminate flooring products currently available. The concept and name for this new collection of products, as well as the logo MAI designed, were modeled after high-end designer labels used in clothing lines. Program Elements Distributor Sell-In Kit - MAI created the support tools and materials required to launch Red Label to distributors, as well as the materials that distributors, in turn, needed to sell the line to retailers. The kits included white papers, posters of the new display, a sales support program overview and brochures featuring the logo merchandise that was available. Presentation Support - as a supplement to the sell-in kit, MAI designed and produced a branded donut box and bottled water that could be taken along to sales presentations. Merchandising - MAI created, engineered and produced an initial run of 5,000 Red Label product displays. Designed for modularity and expandability, the display features a lighted header system and a sleek steel profile. Warehousing/Fulfillment - after producing the display units, MAI's Integrated Fulfillment Group assumed responsibility for drop shipping the units direct to distributors on an order-by-order basis. Consumer Literature - the 20-page Red Label brochure was designed and written to mirror the high-end fashion theme which was also reflected in the photography MAI directed for the brochure. In a departure from tradition, the piece featured silhouetted illustrations suggestive of fashion models and a deep, rich color palette. Trade Advertising - to help generate interest among retailers for the Red Label collection, MAI designed and produced a "teaser" ad that appeared in major flooring trade publications. Results Red Label was enthusiastically received by Wilsonart Flooring distributors and retailers alike. More than 4,000 display units drop shipped direct to distributor locations in the first three months of the program and Wilsonart Flooring continues to receive rave reviews from the field on everything from the sell-in kit to the brochure. 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.