Wilsonart, the largest U.S. manufacturer of laminate surfaces, had long faced a dilemma in the consumer market: laminate was viewed as the outdated, cheap alternative to granite or other high-end design solutions.
Bolin’s first priority was to take Wilsonart out of the runner-up spot. We repositioned Wilsonart as a leader in design, sustainability, and function for the “real” world, by developing an integrated campaign story that highlighted the benefits of laminate surfaces as a first choice for home remodeling and building. The repositioning stressed the eco-friendly attributes of laminate and emphasized the durable, easy-care advantage laminate offers over high-maintenance granite surfaces. The campaign highlights the latest Wilsonart designs in dream kitchens created through the magic of 3D modeling. The beauty of the countertops shines through, with hints of “real life” to allow the consumer to connect the product to their own world. These messages worked together to position Wilsonart as a desirable alternative to granite.