Daily News
From Home Furnishing Business
Sunbrella Unveils New National “Give Life Texture” Campaign
April 25,
2022 by Laurie Northington in Business Strategy, Industry 
Sunbrella, the leader in performance fabrics for indoor and outdoor upholstery, shade and marine applications, has launched an integrated national campaign to highlight its lifestyle attributes that “give life texture,” also the brand’s new tagline.
The campaign, “Close Ups,” diverges from the brand’s previous product-focused advertising and instead tells a story, drawing on the emotion and texture of life’s moments, made enjoyable (and worry-free) by Sunbrella fabrics.
“Close Ups” debuts with TV spots running on cable and connected TV that explore the rich texture of life and the memories made throughout. From weekend barbecues to movie nights on the couch, to poolside family get togethers, the campaign shows how Sunbrella is there as moments are being created, helping to make up the texture of both your life and your furniture. View the spots here and here.
The campaign was created in partnership with independent advertising agency Erich and Kallman, its first for Sunbrella since being named the brand’s new creative agency of record in 2021.
“The goal of the new campaign was to bring humanity to the Sunbrella brand by including emotion in the work through real-life situations and real people, not models, to differentiate us from other brands in our category. Erich and Kallman has been a great partner as we continue our shift toward creating emotional connections with our consumers and making Sunbrella even more relevant,” said Steve Pawl, chief marketing officer, Glen Raven, owner of the Sunbrella brand.
A mix of digital and social ads are also launching across consumer and design-focused properties, while print is currently running in publications including Architectural Digest, ELLE Decor, House Beautiful, Real Simple, and T: The New York Times Style Magazine. Media was handled by AMP Agency.
“We wanted the campaign to position Sunbrella as a lifestyle brand that people proactively seek out to ensure they enjoy their living spaces, worry-free. To do that, we tapped into human emotion, taking a worldly and artistic way of looking at life as an array of beautiful texture, all while telling the story of how Sunbrella fabrics seamlessly weave their way into life’s most relatable and intimate moments,” said Eric Kallman, chief creative officer/partner, Erich and Kallman.