Stanley Steemer International, Inc.: Living Brings It In. We Take It Out. campaign
Mark LaneOVERVIEW
Stanley Steemer International, Inc., a carpet-cleaning service with franchises across the United States, began seeing sales declines in 2002. Wanting to change its marketing profile to address these declines as well as to integrate messages about new services beyond its carpet-cleaning business, the company asked agencies to submit pitches for a new campaign. Young & Laramore, based in Indianapolis, won the account with a proposal to move Stanley Steemer away from its previous positioning as a service to be used only when carpet was...