Solutia: Specialty chemical company, one of the world's most successful carpet fiber manufacturers, with $3 billion in annual sales.


When Solutia introduced a product designed to keep liquid from penetrating carpet backing, thereby preventing the associated mildew and odor problems, it anticipated a retail success. But sales of carpets with the backing, marketed under the brand name PetAgree, were not brisk. Not only was their appeal limited, but the salespeople for retailers offering the products were confused about how to promote them to customers.

Following a relaunch under the name LiquaShield, CI recommended re-positioning the brand as one that promotes health by protecting against the allergens that can result when liquid penetrates carpet backing, and targeting allergy sufferers. The re-branding recognized the reality that household spills - by over-watering plants and from children and adult beverages - were more common than pet accidents. Marketing tactics focused on educating the consumer - and the sales associates of Home Depot, exclusive reseller of the products - on how spills get trapped under carpet backing; the resulting problems of mildew, bacteria and more; and how this innovative product works to prevent those conditions.

Recommended a single product line - as opposed to remarketing existing product lines - branded under the new name that had been developed for the product, LiquaShield. Created an in-store point-of-purchase display for Home Depot that graphically demonstrated how the new carpets worked to fend off liquids, including a tactile componet so customers could "feel it and get it." The display included a brochure that emphasized the carpet's role in protecting family members against "hidden" health hazards. Produced a training program, including a quick reference card of features and benefits, to help Home Depot associates understand the product well enough to be comfortable selling it. Put the product information directly on the swatch cards used to merchandise the carpet, which had never been done before, and marked them with "aisle violators" (large, colorful tabs) to attract customer attention.

Sales far exceeded the expectations of Home Depot, the carpet manufacturer and Solutia.