Union Carbide's share of the polyurethane foam chemistry market was approximately 40% when they turned to GreenLink Partners principals to launch a new product, Ultracel®Foam. Ultracel did not use chlorofluorocarbons, a significant advantage at a time when the foam industry was under pressure to eliminate gasses which attack the ozone layer.
We developed a public relations campaign based on this environmental benefit. The campaign kicked off with a press conference at The Plaza for reporters at publications ranging from The Wall Street Journal to Furniture/Today.
News stories began appearing the next day and continued regularly for
the next two years. Union Carbide was identified as an environmental
champion, and the benefits of Ultracel were extolled in more than 2,500
articles in publications and wire services including The Associated
Press, Popular Science, Better Homes and Gardens, Consumer
Reports, and scores of newspapers, trade journals and even books
like The Green Consumer.
Immediately after the initial PR blitz, a trade advertising and collateral campaign reinforced Ultracel's message of environmental compatibility. The campaign was followed with case history direct mail and publicity, and individual presentations made to decision makers at furniture, bedding, and carpet cushion manufacturers, foam producers, and large, influential home furnishings retailers.
The effort gained instant recognition and preference for Ultracel in the target industries, and helped Union Carbide capture 60% of the premium foam market.
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