Magazine article Marketing

BRANDING: Formica Aims to Boost Fortunes with Relaunch

Magazine article Marketing

BRANDING: Formica Aims to Boost Fortunes with Relaunch

Article excerpt

Formica, the laminated worktop company whose surfaces graced millions of kitchens in the 1950s and 1960s, is attempting to revive its best-selling worktop brand Axiom.

It has hired FPP Design to advise it on brand strategy, with a relaunch planned for the first quarter of next year.

The project will be seen as part of a last-ditch effort to turn around the company's fortunes. US-based Formica filed for Chapter 11 bankruptcy in March in order to protect itself from creditors while it tries to save the business. At the time, it had assets of pounds 610m, but debts of pounds 575m.

FPP has been Formica's UK design agency for many years, but only started working on the current rebranding brief for Axiom, the UK's number one domestic work surface brand about two months ago.

A Formica spokeswoman confirmed a relaunch was planned for early next year, which would involve consumer marketing.

Formica was invented in 1910 in the US, and introduced to the UK in 1947. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.