How they were getting left behind

Ruggable was the original washable rug, but being first no longer guaranteed being chosen. A wave of lower-priced imitators flooded the category, eroding product differentiation and pushing the brand into a fight on price. At the same time, rising performance media costs made customer acquisition increasingly inefficient, stalling growth and flattening momentum.

How we pioneered a new solution

Ruggable had an exceptional product, but no clearly defined brand. Communications were dominated by features and functional superiority, leaving consumers unsure what Ruggable actually stood for. We used a focused test campaign to make the case for brand-led growth, shifting the emphasis from what the product does to what it says. By leaning into Ruggable’s bold design collaborations and extreme washability, we reframed the brand emotionally, turning performance into self-expression and practicality into confidence. This led us to ‘House Lingo’, a campaign about what our homes say about us, not just what a washable rug does for us.

How it impacted the business

The campaign quickly proved its effectiveness. Initially a regional test, it was soon expanded to a full European rollout after delivering remarkable results, including double-digit sales growth, a nearly 50% increase in site traffic, and the biggest autumn sales event in the company’s history.