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The Future is Fiberon

Strategy, Advertising, Media, PR, Digital, Social
Client
Fiberon
Services
Research, Campaign Strategy & Development, Collateral, Advertising, Print, Digital, Media Planning & Buying, Media Relations, Social Media, Email Marketing, Microsite Development

The Challenge

When Wildwood™ composite cladding first hit the market, Fiberon faced the challenge of launching into uncharted territory. While well-known for decking, their composite cladding was a newcomer in a highly crowded space. Wildwood boasts innovative sustainability science and premier benefits for customers. We just needed to make its introduction into the market as outstanding as the product itself.

The Answer

To give the launch a boost, Miller Brooks dove deep to discover audience desires and scope out the competition. This process did what it’s designed to: deliver a critical, differentiating insight upon which to build a campaign. For instance, Fiberon’s 50-year warranty is a big deal to architects—a factor that sets it apart (beyond even its high aesthetics and low-maintenance). We used the premier features of Wildwood to create an effective campaign, for a composite cladding built with the future in mind.
The Work

SUMMER’S KISS

Mission

Drink in the wonder of the world we call home. Look with your mind’s eye beneath the sunlit waves, where coral cities pulse with motion and color. Energy radiates all around and even reaches out to you. This crushed-ice refresher captures the vibrancy of the planet.

INGREDIENTS

1½ oz aged rum
½ oz Falernum
¾ oz lime juice
2 dashes Angostura® bitters

METHOD

Swizzle all ingredients with crushed ice until frost forms on the glass. Add more ice, if needed. Let the chill transport you.