ATLANTA (Sept. 13, 2007) — Raleigh, N.C.-based Pergo Inc., the world’s leading manufacturer and marketer of laminate flooring, is launching its first U.S. advertising campaign in years, featuring a mischievous yet lovable Great Dane as its spokesdog.
The television, print and online campaign, which was developed by Atlanta-based Fitzgerald+CO, debuted in August in print publications like Better Homes & Gardens and Family Circle and on Sept. 10 on broadcast outlets such as HGTV and the Food Network. The campaign includes 30-second television spots and a mix of print advertising.
“We’re thrilled to work with a category leader and innovative brand like Pergo,” said Dave Fitzgerald, President and CEO, Fitzgerald+CO. “By communicating the company’s commitment to beauty and durability, we’ll help Pergo retain its seat at the top of the laminate flooring industry.”
The campaign centers on “Pergo the Dog,” a 110 pound Great Dane puppy who puts the house’s floors to the test and demonstrates the livability of a Pergo floor. Named after the only thing he can’t destroy – the floor – “Pergo the Dog” illustrates the company’s position that genuine Pergo is the trusted authority and best choice for laminate flooring.
Even after “Pergo the Dog” runs through the house, the floors remain beautiful because rooms with scratch, stain and fade resistant Pergo floors are never off limits and are suited for everyday living.
“It goes without saying that we are excited about our new advertising, especially since it captures the unsurpassed performance of a Pergo floor,” said David Small, director of marketing for Pergo. “Fitzgerald+CO created a campaign that truly shows how a Pergo floor can be used every day by every member of the family.”
The new print ads vary, as one shows “Pergo the Dog” receiving a manicure as nail polish spills on the floor while another portrays the pooch taking part in a fashion show with a high heel-clad young lady of the house. Neither the high heels nor the nail polish leave their mark on the Pergo floor.
Trainers with Los Angeles area-based Gentle Jungle worked with “Pergo the Dog” for the commercial. The animal training company has provided animals and services for six “Best Picture” films, including Dances with Wolves, Forrest Gump and Gladiator.
Pergo flooring has been available in the United States since 1994. Today, it is sold through 3,500 specialty retailers and The Home Depot and Lowe’s, and has been the market share leader in the laminate flooring category from the beginning.
The new campaign has already garnered attention, and at least one major national retailer and one regional specialty flooring store have started using “Pergo the Dog” as part of their in-store collateral.
“Pergo The Dog” Fact Sheet
- “Pergo the Dog” is a 110 pound Great Dane puppy who thinks he weighs 15 pounds. His family aptly named him after the only thing he can’t destroy – the floor.
- Trainers with Los Angeles area-based Gentle Jungle worked with “Pergo the Dog” for the commercial. The animal training company has provided animals and services for six “Best Picture” films, including Dances with Wolves, Forrest Gump and Gladiator.
- Gentle Jungle is owned and operated by Sled Reynolds, whose family is legendary figure among film professionals. Gentle Jungle specializes in animal routines and animals harder to train than “Pergo the Dog.”
About Fitzgerald+CO
Celebrating its 24th anniversary in 2007, Fitzgerald+CO (www.fitzco.com) is one of the leading brand-building agencies in the Southeast, with over $200 million in billings. Part of the Interpublic Group of Companies (NYSE: IPG), the agency specializes in advertising, media, brand development and public relations. Fitzgerald+CO’s client partners include AFLAC, Aruba, Beazer Homes, Black and Decker, Coca-Cola USA, Durex, Georgia Power, GMAC Insurance, Havertys, Intercontinental Hotels, QUIKRETE, Raymond James, Srixon, Southern Company, and UPS.
About Pergo
Pergo is the inventor and world’s leading marketer and manufacturer of high-quality laminate flooring. PergoÒ was introduced in Europe in the 1980s and is now sold in more than 30 countries throughout the world. Launched in the United States in 1994, Pergo is the market share leader in the laminate flooring category. In 2007 Pergo was acquired by Pfleiderer, AG, a leading manufacturer of engineered wood products, located in Neumarkt, Germany. In this acquisition Pergo merged with Uniboard, Inc to become the largest vertically integrated manufacturer of laminate flooring in North America. Pergo, Inc. is headquartered in Raleigh, North Carolina and has manufacturing facilities in Garner, North Carolina and Laval, Canada. For more information, visit www.pergo.com or call 1-800-33-PERGO (1-800-337-3746.)
