CELENIO Generation 2 - New Target Groups, New Range and New Branding
True to the motto "Innovate or Stagnate" HAMBERGER kicks off the new year with an amazing new range and marketing strategy for CELENIO.
With the second generation of the unique wood tile HARO now reaches new target groups. Exclusive and exciting, CELENIO is for consumers seeking originality and individuality besides high quality. Anyone with an extravagant and design-oriented style will find inspiration for innovative design concepts in the CELENIO range.
CELENIO Range 2007
What is most striking about the product range is the inimitable choice of designs. Besides the popular CELENIO Atrium wood tiles which feature an elegant slate look, the range comprises the Athos stone style and the Taurus leather style. CELENIO Athos displays an impressive, very natural colour play previously only found in high-quality natural stone or marble. CELENIO Taurus is a unique innovation in wood flooring. By emulating the look of leather with remarkable fidelity these wood tiles catch the eye and enhance the overall effect of the interior design not only in showrooms, but also at home.
For CELENIO's marketing strategy this clearly means: Emotionality, design and exclusivity take centre stage. Entitled "Squaring the Circle," the concept uses the full range of communication media from web site and image film through to elegant advertisements in upmarket magazines and comprehensive public relations campaigns.
CELENIO - The Wood Based Design Floor
In a complex, patented process the Harolith material is moulded into three-dimensional wood tiles under high pressure. A genuine wood product, CELENIO naturally offers all the advantages of this material: The tiles are warm and break-resistant, and can be installed as a floating or glued-down floor-or both by using the brand new ComforTec self-adhesive system.
CELENIO Range 2007:
- New emotional branding
- Unique designs: Stone, slate and leather appearance
- Three installation systems: Classic, Lock Connect and the brand new ComforTec: As comfortable as a glued-down floor and as quick to install as a floating floor
- The ideal product for sophisticated and design-oriented customers beyond the conventional wood designs
- For those who love wood as much as they love innovation
- Competitive edge for distributors through unique selling point
- Creation of an emotional, upmarket sales environment
- Distributors demonstrate innovation leadership
An emotive marketing campaign with high-quality advertising materials accompanies the CELENIO Range 2007.
CELENIO Athos Smaragd displays an impressive, very natural colour play.
The stunning leather look is sure to draw attention: CELENIO Taurus Mocca.
The new CELENIO range in brief
