PELLA ADS SEEK WINDOW AWARENESS: $10 MIL EFFORT EMPHASIZES BRAND TO HOMEOWNERS

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Pella Windows & Doors has launched a new $10 million campaign to reposition the brand.

The campaign by Y&R Advertising, New York, includes TV and print ads, and direct marketing.

Homeowners who spend time picking countertops and wallpaper still tend to leave the decision regarding windows to their builder, said Jerry Dow, manager-marketing communications at Pella. This campaign aims to create an awareness of the importance of the decision and get consumers to request Pella.

'BETWEEN THE GLASS' FEATURE

The TV spot highlights Pella's "between the glass" feature, which allows for installation of window blinds between glass panes to protect the blinds from dirt and damage. In the spot, a teen-age boy sneaks up to his girlfriend's window but, as they kiss through the glass, the shade is closed. When the shade opens up again, he finds himself puckering up to the girl's father.

The 30-second commercial will air in national cable and in syndication in seven markets. Print ads appear in consumer and trade magazines focusing on decorating and remodeling.

Direct marketing shop Kragie/Newell, Des Moines, prepared a direct mail piece for consumers in the areas surrounding Pella's 300 window stores, as well as a separate brochure.

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