In researching the product, we realized Union Carbide's chemical breakthrough had an even bigger advantage than improved comfort and durability:  It was  environmentally friendly.

Union Carbide's technology eliminated the need for chlorofluorocarbons (CFCs), the chemicals suspected of damaging the Earth's ozone layer.  Since the foam industry was facing the challenge of having to eliminate CFCs, Carbide's new idea came at a critical time.

So we enlisted an unusual marketing ally for a chemical company:  the environment.  And instead of a traditional advertising approach, we used public relations as the central tactic for launching the campaign.

To introduce the new technology, Ultracel^® foam, we planned and hosted a single event:  A press conference at The Plaza for editors of publications ranging from The Wall Street Journal to Furniture/Today.  The press event emphasized Ultracel foam's benefits to manufacturers (it eliminated the CFC dilemma) and to consumers (it improved furniture comfort and durablity). 

News stories began appearing the next day and continued regularly for the next two years.  Union Carbide was identified as a environmental champion in publications including The Wall Street Journal, Popular Science, Better Homes and Gardens, Consumer Reports, and scores of newspapers, trade journals, even books like The Green Consumer.

In all, more than 2,500 stories about Ultracel foam appeared.  Because of this massive, sustained media attention, the product became instantly recognized as the premium foam for furniture, bedding, and other uses, and captured 60% of the premium foam market.

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