STAINMASTER® Carpet Celebrates 20 Years

Atlanta, GA - STAINMASTER® carpet, which is believed to have revolutionized the industry with its superior stain resistance capability when it was introduced in 1986, is celebrating its 20th anniversary this year. Today, the STAINMASTER® brand has reached approximately 90 percent consumer awareness, according to the brand's creator Invista.

During its introduction, STAINMASTER® carpet was featured in a series of television spots developed by BBDO Worldwide, which featured a red-headed toddler hurdling food onto his parents' STAINMASTER® carpet. The spots highlighted the innovative stain-resistant properties of STAINMASTER® carpet, and targeted homeowners, particularly women, who are the primary decision makers in purchasing carpet for their homes. According to Invista, the successful advertising campaign reached 1.7B gross impressions by the end of 1987.

According to Invista, product innovations continue to improve the styling capabilities for STAINMASTER® carpet. Earlier this year, a new silk-like accent fiber was launched for use in STAINMASTER® carpet. It adds a subtle, silky luster to carpet. Carpet styles manufactured with this accent fiber mimic the look of natural fibers with the performance benefits of nylon. The new silk-like fiber was designed to complement the wool-like Tactesse® nylon, introduced in 2001. Tactesse® nylon makes carpet incredibly soft, while maintaining its durability. STAINMASTER® carpet is also available with ExtraBody fiber, a carpet fiber that provides more luxury and thickness than carpets of similar construction. The target audience for STAINMASTER® carpet advertising is consumers seeking luxury upgrades. Recent TV advertising features attractive women on a fashion runway with the camera angle positioned from above, focusing on STAINMASTER® carpet. The print ads, a series of modern women featured against a background of vibrantly colored STAINMASTER® carpet, convey a strong fashion and style message while targeting the style-conscious consumer, according to Invista.

In 2005, the STAINMASTER® brand was extended by the launch of STAINMASTER™ furniture, believed to be an answer to consumer demand for beautiful, high-quality, easy care products for home furnishings. According to the company, the upholstered STAINMASTER™ furniture meets the consumer need for busy consumers who are looking for stylish and durable furniture, but who don't want to sacrifice quality when making a buying decision. STAINMASTER® brand products are also available in other home furnishings such as area, accent, kitchen and bath rugs, resilient flooring and carpet cushion. STAINMASTER® carpet is available in a variety of colors and constructions and features the unique STAINMASTER® carpet stain and soil protection technology. STAINMASTER® carpet employs a repel and release technology that reduces the ability of soil to penetrate the carpet fiber and allows most food and beverage stains to be easily removed during cleaning. STAINMASTER® carpet is available in several innovative fiber technologies including ExtraBody fiber to provide more luxury and thickness than carpets of similar construction and Tactesse® nylon fiber that makes carpets incredibly soft while maintaining durability.

SOURCE: INVISTA