Cavalier Bremworth promotes its new SDN carpets in new brand campaign via Federation
A 55-year love affair with the stunning qualities of wool has earned Cavalier Bremworth an enviable reputation, but its ‘innovate or stagnate’ in the carpet industry and solution-dyed nylon (SDN) carpets are currently experiencing a strong growth in demand throughout Australasia.
Cavalier Bremworth has created two innovative and sustainable SDN carpets and looked to its agency Federation for a category breaking re-launch story aimed to create a rapid shift in consumer perceptions.
Cavalier Bremworth needed an iconic and memorable brand campaign that embodied the gravity of its decision to move the business into SDNs – work that went a lot deeper than ‘happy families sitting on nice carpet’.
By drawing a strong link between carpet and fashion, Federation has taken Cavalier Bremworth from a trusted brand in a tired and worn category to an unexpected brand with a global feel, championing an entirely new product and customer experience.
The campaign launched with a 60sec brand ad, featuring the 
three hero carpets – Wool, Siren and Valour. The launch was supported with three 30sec product spots that delved a little deeper into the benefits of each hero carpet.
But it goes deeper than that too and every element of the carpet buying experience has been considered and reinvented. Right from the new website with 
online educational videos with Ponsonby interior designer Sonya Cotter, through to the fully redesigned in-store experience, collateral, brochures and even elegantly designed carpet sample takeaway bags.
Cavalier Bremworth also flew the who’s who of the NZ carpet industry to Auckland’s Shed10 for the launch night, which included choreographed performances, themed cocktails and the unveiling of the brand TVC and re-designed in-store sales stand.
Siren is made with the world’s first fully sustainable nylon fibre, ECONYL, a 100% regenerated fibre made entirely from recycled synthetics, including fishing nets recovered from oceans throughout the world. ECONYL collaborates with Levi’s, La Perla and Speedo amongst others, so to be the first carpet company to adopt such pioneering technology is a real coup for Cavalier Bremworth.
Valour is Cavalier Bremworth’s most durable solution-dyed nylon carpet and the fibre is made from 30% recycled materials that have been saved from landfill and other synthetic waste materials sourced throughout the world
Says Paul Alston, CEO, Cavalier Bremworth: “We’re signalling that Cavalier Bremworth is back with a fresh and modern perspective. It’s our vision to become an iconic New Zealand brand and this re-launch campaign is a massive leap in the right direction.”
Research showed that the target market (mainly females over 35) treat decisions around the brand, cut and style of their carpet in the same way they choose their personal fashion style.
So what kind of creative idea befits Cavalier Bremworth’s unrelenting drive for avant-garde excellence? One that provokes the senses by intertwining fashion, music and movement. One that goes back to the company’s DNA and makes the actual fibre, the hero. One that’s captivating, iconic and extends effortlessly into each brand touch point.
Cavalier Bremworth Group Marketing Manager – Rochelle Flint
Cavalier Bremworth Marketing coordinator – Monique Richardson
Cavalier Bremworth Marketing coordinator – Meena Patel
Federation Strategy – Sharon Henderson
Federation Group Account Director – Angela Eagle
Federation Account Manager – Maddy Shieff
Federation Creative Director – Matt Campbell
Federation Copywriter – Danny Brown
Federation Art direction – Bruno Lopes, Melissa Turkington
Federation Design – Ashleigh Walker, Gandhali Baphat
Federation Digital Creative Director – Jeremy Clark
Federation UX / UI Designer – Suzy Amon
Federation Motion Designer – Anjana Iyer
Federation Producer – Leela Menon
Waxeye Director – Paul James
Waxeye Producer – Tony Leslie
Sound Post Production – Glen Cleaver – Big Pop
Music composition and production – Bigpop Studios with Levi Patel
Photography – Stephen Tilley
Retouching – Dan Coroian-Vlad