TORLYS: Starts Beautiful, Stays Beautiful

Case study

The marketing case

TORLYS is a mid-sized Canadian flooring company differentiated by its design orientation and environmentally progressive product portfolio. TORLYS competes in a highly fragmented and competitive consumer marketplace. Differentiating products and establishing brand value is a tough challenge, even for well-known multi-nationals who dominate the home flooring business. TORLYS was looking for a way to gain brand advantage and awareness with its target consumer.

The creative work

The promise of ‘Peace of Mind’ made it easy for TORLYS sales teams and dealer networks to understand and endorse the brand. In addition, a new tagline was created. “Starts Beautiful, Stays Beautiful” which addressed key consumer needs and communicated the core of the brand promise.

A completely new look and feel for all brand communications was produced:

• Retail displays that created value and reinforced the brand’s premium image
• Partnering with Art Guild USA , we designed trade show booths that told the TORLYS Difference
• National magazine print advertising (House and Home, Style at Home), generated front of book placement
• Easy-to-use co-op advertising programs
• Multiple 30+-page print collateral books referenced by designers
• Sub-brands developed for all new products to create personality and convey differences
• Environmental brand leadership –”Rethink” logo, LEED Brochure and support pages
• Re-design of previous marketing material with new brand strategy

Marketing success

Consumer recognition and awareness increased. Dealers noticed and appreciated ‘pre-disposed’ consumer traffic.

TORLYS increased its in-store footprint to 500 square feet at targeted dealers, and enhanced dealer loyalty and commitment. Remarkably, even during a industry-wide slowdown in the flooring market, retail sales outpaced the market. TORLYS has risen in stature to a premium flooring brand specified by designers, sought after by targeted consumers and respected by the competition.