Owens Corning: Build With Pink

Reintroducing an icon

  • Owens Corning Commercial Insulation has high, but declining awareness – particularly among younger contractors and architects. And to that younger audience, little brand differentiation from their competitors.

    So we leaned into OC’s legacy credentials and “forward-thinking” positioning to stand out from the crowd.

    And we knew just the guy to help us.

    For the first time in decades, we brought back the iconic Pink Panther in a fully animated campaign, following him through the city as he fights off the elements with the help of Owens Corning. (And if you look closely, you might see Inspector Clouseau…).

    Leveraging the charisma, nostalgia and recognition of the Pink Panther allowed us to speak differently from our tech-focused competitors. Rather than a dry explanation of our products, we highlighted their benefits through a whimsical journey with our #1 brand asset.

    But it didn’t stop there. The impact of the brand was felt throughout the funnel, as we wove the Pink Panther and his charm into every touchpoint: from hard-working conversion campaigns to high-profile industry trade shows and everything in between.

    L|A Media played a huge role in bringing the Pink Panther to life for our customers across CTV, high-impact and targeted OOH, and paid social.

    While still in market, investing in the brand has been paying dividends:

    • 35M Impressions

    • 8% positive lift in brand affinity

    • 14% positive lift in brand consideration (21% among our core audience)

A white sedan car decorated with pink graphics, including a cartoon pig and the text 'Build with Pink' parked on a city street in front of a modern building with glass windows and pink and white balloons hanging above in the alleyway.
Aerial view of a city intersection with tall modern buildings, streets, and cars, predominantly in shades of purple and pink.
Pink cartoon mouse character waving next to a fierce-looking yellow fire with angry eyes, on a city sidewalk with potted cacti.
Trade show booth with white and pink color theme, featuring a large pink cartoon panther, the Owens Corning logo, and the slogan 'Build with Pink'. Several people are gathered around, engaging in conversations. There are display counters with pink and beige bags, and a pink carpet covers the floor.
Hand holding a smartphone displaying a webpage about insulation products, with a cartoon mouse character and text 'INSULATION DESIGNED TO PERFORM'.
Solid pink background.
Cartoon pink panther standing on a cardboard box with pink foamular NGX insulation, surrounded by flowers and greenery in a cityscape background.