Sunbrella® Design + Performance

The challenge for this ingredient brand was that they had always focused on outdoor applications and now sought to share a global message of durability and style to interior designers for indoor applications. I began by gaining alignment via a brand articulation. Once the many stakeholders were on the same page, we created a multi-year campaign dedicated to showcasing the fabrics in design-forward, aspirational settings that conveyed the impact and purpose of the campaign — Design + Performance — through a luxurious Italian masseria, a modern Sonoran Desert home and an old-world Mexican hacienda.

We accomplished what we set out to do and not just changed Sunbrella’s perceptions of being a stodgy outdoor brand among designer’s, but quickly became an inspiration for them. Sunbrella ads were being torn out of magazines and pinned up by designers. The campaigns were a huge success. Audience reach was more than 800 million. Brand awareness post-campaign was up 10 points to 71%. Style attributes rating was up 5 points to 80%. Indoor use perception was up 13 points to 74%. And Sunbrella saw record sales growth for three years in a row post campaign.