Amber Has The Answer…With A New Marketing Strategy


Amber has unveiled a new marketing strategy for 2013, incorporating a new creative and campaign direction in tactical and promotional communications across all consumer touch points including in-store, TV, radio, print, online and social media.

Amber’s new brand creative has been implemented this week on online, social media platforms and with new television commercials.

Amber’s Head of Marketing, Vanda Correia, said the new creative direction was about emotionally connecting with customers in a relatable and entertaining way, while highlighting Amber’s point of differentiation within the market.

“We want our customers to know we provide the latest quality indoor and outdoor styles and trends in tiles, pavers and natural stone, as well as superior advice,” said Ms Correia.

“In the new creative, we are using a couple that never seem to agree on the relative merits of outdoor and indoor living. However, they agree Amber is a trustworthy reputable brand, with the expertise and knowledge to meet service expectations and provide the latest innovative quality products for both spaces.

“Amber has its own Product Managers that regularly travel overseas, as well as within Australia, to find the latest trends and styles so we can offer our customers a full indoor and outdoor flooring solution to meet their personalised needs,” she said.

“We understand our customers are, more than ever, time poor and building/renovating a home can be quite a daunting project. They are looking for a reliable and a reputable company to give them peace of mind and help them create stunning living transformations,” explained Ms Correia.

The creative idea behind the new direction draws on the idea of bringing Amber’s brand and products into a real life situation.

Not surprisingly, Amber has decided to retain its already well-known jingle “Amber has the answer” but has extended the tagline – “Only one place brings it all together…Amber has the answer.”

View Amber’s newest TVC –