Owens Corning: Build With Pink

Owens Corning Commercial Insulation has high, but declining awareness – particularly among younger contractors and architects. And to that younger audience, little brand differentiation from their competitors.

So we leaned into OC’s legacy credentials and “forward-thinking” positioning to stand out from the crowd.

And we knew just the guy to help us.

For the first time in decades, we brought back the iconic Pink Panther in a fully animated campaign, following him through the city as he fights off the elements with the help of Owens Corning. (And if you look closely, you might see Inspector Clouseau…).

Leveraging the charisma, nostalgia and recognition of the Pink Panther allowed us to speak differently from our tech-focused competitors. Rather than a dry explanation of our products, we highlighted their benefits through a whimsical journey with our #1 brand asset.

But it didn’t stop there. The impact of the brand was felt throughout the funnel, as we wove the Pink Panther and his charm into every touchpoint: from hard-working conversion campaigns to high-profile industry trade shows and everything in between.

L|A Media played a huge role in bringing the Pink Panther to life for our customers across CTV, high-impact and targeted OOH, and paid social.

While still in market, investing in the brand has been paying dividends:

• 35M Impressions

• 8% positive lift in brand affinity

• 14% positive lift in brand consideration (21% among our core audience)