Antron

From 10 to 34 % market share in three campaigns. The challenge facing INVISTA was to achieve a lasting increase in recognition of the Antron® carpet fibre brand among architects and designers. The three tender-clinching criteria of performance, appearance and environmental responsibility were translated into three campaigns based on acoustics, aesthetics and sustainability. In basic terms: Antron® carpet fibre is quiet and stays new looking for longer. Over the period from 2007 to 2009, the supported brand recognition of Antron carpet fibre among architects trebled from 22 % to 69 %, the unsupported brand recognition rose from 1% to 23 % and the real market share grew from 10% to 34 %!