Back in the day, as a young lad living with a flat full of horrible men in Dunedin, we (mostly jokingly) discussed the idea of investing in a flat sheep because it was such a versatile animal, providing warmth, a footstool, lawnmowing services, fertiliser, ‘comfort’ (for the Southlanders) and, eventually, food. And Cavalier Bremworth is equally fond of the humble sheep’s versatility, because they’ve launched a new campaign to remind Kiwis that wool is the best choice for carpet as it has already passed the toughest tests when it was on the beast’s back.
While the likes of Icebreaker and other clothing brands have done very well to get the message across to consumers that natural fibres are the way to go, woollen carpet is still struggling to compete with the big spending synthetics industry. So marketing manager Desiree Keown says Cavalier Bremworth decided to go back on New Zealand television screens this month to help prove its case.
Research with carpet buyers showed there were four particular benefits—fire resistance, natural stain resistance, warmth and dryness and durability—that had real appeal, and also contained an element that either surprised them or reminded them again why wool is so special.
The campaign, consisting of four 15 second spots created by Federation and animation house Craft, runs through until mid-October and coincides with special pricing for August and September. It has been preceded by an intensive effort to merchandise carpet stores with POS material that again use sheep to illustrate seven key benefits of buying wool carpet and there is also a free sample scheme.
“We’ve had fabulous feedback already from our dealers who want to use some of the imagery in their own local print advertising,” Keown says.