Icynene and hfa Build Breakthrough Campaign for Environmentally Friendly Product

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Spray foam insulation leader Icynene® and Akron, Ohio-based marketing communications firm Hitchcock Fleming & Associates Inc. (hfa) help builders, remodelers and homeowners embrace their walls with the launch of an environmentally friendly insulation.

Spray foam insulation leader Icynene® and Akron, Ohio-based marketing communications firm Hitchcock Fleming & Associates Inc. (hfa) help builders, remodelers and homeowners embrace their walls with the launch of an environmentally friendly insulation.

The launch for ICYNENE LD-R-50™ insulation gives builders and homeowners new reasons to love their walls. Campaign elements feature a builder hugging an unfinished foam-filled wall with an expression of extreme satisfaction and a homeowner kissing her walls with energy bill in hand. This breakthrough campaign illustrates relevant benefits to each audience. View the creative layouts at http://www.teamhfa.com/PR/2009_Icynene/.

"The imagery conveys the message that walls insulated with this product are more energy-efficient than competitive products and help end users enjoy a healthier home," said Susanne Robins, Icynene marketing manager. "With hfa, we were able to deliver the message that this environmentally friendly product can make anyone who uses it feel good about choosing Icynene - and it's even safe to hug, unlike other types of insulation."

The product was launched at the 2009 International Builders' Show in Las Vegas where targeted messages were delivered via key communication vehicles. Using innovative touchpoints such as a monorail train wrap and exterior shuttle bus boards, Icynene and hfa extended the ICYNENE LD-R-50 message well beyond the show booth -- all the way up and down the world-famous Las Vegas Strip.

To reach Icynene's core trade and consumer audiences beyond the show, targeted print and online advertising carry the "Love Your Walls" campaign message throughout the year. And with hardworking tools like customizable advertising and comprehensive product demonstration kits, Icynene and hfa help Dealers around the country grow their businesses.

ICYNENE LD-R-50 is the next generation of spray foam insulation with an improved product make-up. Like Icynene's original product, the new insulation continues to contribute to healthy indoor air quality and high energy efficiency but is made with a formulation derived from castor plants. The castor plant is a rapidly renewable resource grown on land that is not in competition with food crops.

Building a Relationship
In 2008, Icynene wanted a new agency partner that understands the building products category, the distribution channel (selling to Dealers) and the tools needed by a Dealer network to sell the product to builders, high-end remodelers and homeowners.

Icynene chose hfa, an agency that has proven success in building productions with creative solutions, based on its category and product launch experience, strategic thinking capabilities and a deep understanding of both the industry and the customer.

The relationship is continuing in 2009 with scope of work that includes supporting and sustaining the ICYNENE LD-R-50 launch throughout the year.

"Icynene offers a quality and environmentally responsible product that excites custom builders and high-end remodelers," said Keith Busch, hfa vice president of client services. "We are excited to continue this invigorating relationship."

"The strategic elements that hfa created for this product launch demonstrate that the agency understands Icynene's role within the construction industry," said Robins. "The creative elements continue to create a lot of buzz for ICYNENE LD-R-50, and we look forward to a continuously successful relationship with hfa."

To learn how hfa can help you launch your brand and product successfully, visit http://www.teamhfa.com.

About Icynene:
Icynene Inc. is the leading manufacturer of soft foam insulation products that are designed to help create Healthier, Quieter, More Energy Efficient® homes. For more information about Icynene, visit http://www.Icynene.com.

About hfa:
hfa (Hitchcock Fleming & Associates Inc.) is a full-service marketing communications agency specializing in retail, consumer, industrial, government, building products and business-to-business clients. Established in 1940, hfa's clients include The Goodyear Tire & Rubber Company, one of the world's largest tire companies; Carter Lumber and its more than 200 stores; Tremco, North America's premier provider of comprehensive facility management solutions; KraftMaid, one of the nation's largest cabinetry manufacturers; Therma-Tru®, America's leading brand of fiberglass entry doors; and the City of Akron, Ohio. hfa's expertise encompasses branding, research, strategic planning, public relations and media. Whether working in print, broadcast or Web formats via The BuzzwerksTM interactive division, hfa cuts through communications clutter to make a client's message resonate. To learn more, please visit http://www.teamhfa.com and http://www.thebuzzwerks.com.

Media Contacts:                
Susanne Robins, Marketing Manager
905.363.4040, Ext. 241

Hitchcock Fleming & Associates Inc.
Jack DeLeo, President/CEO, Ext. 3306
Katie Greenwald, Assistant Account Manager, Ext. 3399            


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Jack DeLeo, President/CEO

Susanne Robins, Marketing Manager
Icynene Inc.
905.363.4040 ext. 241
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