GERFLOR: Brand Development & Activation
Gerflor is one of the largest commercial resilient flooring manufacturers in the world, with clientele including the Olympics, Boeing and IKEA. Despite strong brand recognition abroad, Gerflor is still establishing itself in the American market and turned to IDM to create messaging and positioning specifically for the US.
To take an internationally established company with limited brand recognition in the US and craft a compelling, relevant brand story that would both define and differentiate Gerflor for the American A+D industry. We were also tasked with introducing two new global brands—Mipolam Medical and Recreation—to the US market.
With competitive research, in-depth industry knowledge and expertise in the A+D industry, IDM created a powerful campaign that introduced Gerflor as manufacturers of high quality, commercial resilient flooring. We distinguished Gerflor from competitors by establishing their ethos as a green company deeply committed to sustainability with an eco-friendly manufacturing process. Our work included strategy, creative direction, photo shoots, integratied campaigns, sales training documents, sales incentives programs and creation of promotional sampling tools.
We successfully launched both the Mipolam Medical and Recreation brands to the US market and resulted in increased sales by
22% over the previous years.