Owens Corning

Owens Corning refocused its brand marketing from insulation to high performance building solutions.
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Transitioning from traditional products to holistic solutions.

Owens Corning produces many of the products that go into today’s homes. In fact, the company invented fiberglass insulation more than 70 years ago! More recently, Owens Corning has shifted its marketing focus from products to holistic solutions. While products (like insulation) are key in building comfortable, energy-efficient homes, a new approach has emerged in homebuilding called “building science” that is changing the industry. This set of sophisticated, hygrothermal modeling principles help builders create high performance, future-proof homes. This is the future of homebuilding, and building science will eventually be ubiquitous in the industry.

For COHN, the challenge was simple: Introduce and sell Owens Corning’s Building Science program to builders who are looking to build more energy efficient and affordable homes, with a focus on comfort.


Brand the program to commoditize the full-service solution.

Introducing ComfortBuilt™ Homes – the latest offering from Owens Corning. From naming the product, to logo design to creating easily customizable marketing pieces as well as B2B sales tools for Owens Corning’s sales department to help cross promote the offering with builders, COHN’s comprehensive “toolkit,” including print ads, radio spots, press release templates and an app designed to help prospective buyers determine energy efficiency, is ready to hit the road with sales.


ComfortBuilt™ Homes: The new way of building.

The ComfortBuilt™ Homes toolkit was widely adopted by Owens Corning’s sales department. With their newly re-branded offering and toolkit, builders around the country were excited to hear more and the first ComfortBuilt™ Home rolled out later that year.

ComfortBuilt™ Homes launched an entirely new approach for Owens Corning. For a major tradeshow, International Builders’ Show (IBS), Owens Corning took the ComfortBuilt™ Homes program a step further by tapping into the builders’ perspectives and telling the Owens Corning building science story through their words, COHN created a content marketing campaign that included a series of video testimonials, several compelling case studies, a series of infographics, and a blog series for Owens Corning’s thought leadership blog. The content marketing campaign was a huge success for Owens Corning, creating their highest web traffic in seven months, and most importantly 500 new, qualified booth leads.