brenda’s
portfolio
samsung staron
solid surface and quartz countertops advertising
campaign series
Brenda oversaw the strategic development of this campaign
at a prior agency. Samsung, known as a world-class leader
in technology, created and began manufacturing Staron, a
solid surface and quartz product in South Korea and Europe
in the mid-1990s. Commonly used for kitchen countertops and
bathroom vanities, Staron entered a highly competitive US
marketplace in 1999.
Staron is a durable, stain-resistant, hygienic, and easy
to clean and maintain product that is attractive and cost-effective
for residential and commercial projects. Staron is a nonporous
material effectively resisting mildew and bacteria with everyday
cleaning methods.
The overall strategy was to introduce Staron to the US at
a time of increasing competition in the solid surface countertop
marketplace. In order to stand out from the competition,
a unique and eye-catching campaign was created that focused
on the product rather than showing the product in an environment
setting such as a kitchen or bathroom. This enabled the product
as the “hero” and showcase innovation that is
part of the Samsung tradition. In order to capture the everyday
features and benefits of the product, key props were used
to creatively convey the overall message.
Results:
- 2004 Architectural Record Excellence in Advertising
Awards, Honorable Mention
Additional samples:
Posted by permission from Samsung Staron. Executed at Purdie
Rogers. |
