KraftMaid® Cabinetry Encourages Homeowners to Find Design Inspiration in Everyday Life
Posted by KraftMaid on Sep 20th 2011
ANN ARBOR, Mich. — KraftMaid Cabinetry, a leader in the semi-custom cabinetry industry, recently launched Silhouettes, an integrated marketing campaign. The campaign captures the essence of true personal design and helps homeowners realize their individual style.
The Silhouettes campaign features a range of products from KraftMaid’s new cabinetry collection as a focal point enveloped by human silhouettes, representing the personalization of style and design.
“KraftMaid has consistently looked to real-life inspirations when developing innovative product collections,” says Mark Ayers, vice president of marketing for KraftMaid Cabinetry. “We want homeowners to truly see themselves and their personalities in their homes and coming through in their cabinetry designs. This campaign illustrates how KraftMaid products and resources can help homeowners find the perfect balance of style and design.”
Style and Design
KraftMaid is focused on providing homeowners with the design inspiration and tools they need to bring their dreams and personal style to life. The campaign’s ability to connect individuals to their products of choice will help build brand awareness, further establish KraftMaid as an industry thought leader in style and design innovation and strengthen the position of KraftMaid as a trends expert.
KraftMaid partnered with Minneapolis agency OLSON to develop the campaign, and challenged the creative team to grab attention while connecting them to the brand, breaking through the sea of sameness within existing ad campaigns within the cabinetry industry. “Our goal with this campaign is to bring homeowners closer to the product and get them dreaming about personal style and design expression. The process of creating a new kitchen or bathroom can seem overwhelming, but it doesn’t have to be,” said Ed Dziedzic, account director at OLSON. “It can be fun and deeply rewarding when you finally stand in a space that reflects who you are. And really, that’s what KraftMaid provides.”
Campaign print ads and inserts will be featured in popular home, design, lifestyle and special interest magazines, and broadcast ads are running on HGTV. The campaign, which comes after years of proven industry success and leadership, is supported by several tools and resources to help homeowners and designers define or capture personal style.
Inspiration Resources
KraftMaid is introducing KraftMyStyle™, a free iPhone® app, to help homeowners capture and share their ideas with their designer, family and friends. The unique tool gives iPhone and iPod Touch® users the ability to snap images and create photo collages of items that inspire them, like colors, unique spaces, fabrics and art. Because inspiration can strike anytime and anyplace, this application is a practical resource for those on the go. Those without an iPhone or iPod Touch can still develop a KraftMaid Inspiration Board on KraftMaid.com. This tool allows users to create a personalized collage of words and images that can serve as a useful starting point for designers.
KraftMaid has also extended its style and design expertise to a new blog. The KraftMaid By Design™ blog will offer tips and feature guest posts from KraftMaid’s network of design experts, including Sarah Reep, the director of designer relations and education at KraftMaid. The blog will cover everything from small details to grand visions; from what’s new in hardware to throwing the perfect dinner party. Leading professionals from across the industry will serve as guest bloggers and provide exclusive insight on the latest trends, educating professionals, inspiring homeowners and igniting creativity. Homeowners can read the latest in style and design at www.kraftmaidbydesign.com.
Editor’s Note:
For exclusive updates – including product news and current trends – visit our blog, KraftMaidByDesign , as well as YouTube , Facebook and Twitter .
About KraftMaid
KraftMaid leads the semi-custom cabinetry industry with innovative product design, a robust collection of more than 150 trend-on door styles and more than 65 furniture-quality finishes. Based in Ann Arbor, Mich., and manufactured by Masco Cabinetry, KraftMaid brand cabinetry is backed by a limited lifetime warranty. For more information, visit www.kraftmaid.com.
###
Agency Contact:
Anne Viljaste
OLSON, for Masco Cabinetry
Email: aviljaste@oco.com
P: 612-215-3527 C: 612-719-1958
KraftMaid Contact:
Susan Cross
Masco Cabinetry
Email: susan.cross@mascocabinetry.com
P: 734-205-4659 C: 517-902-2156
{gallery cols=4 mobile:cols=2}141,129,132{/gallery}