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A Floor You Can Sink Your Teeth Into

Friday, April 4, 2014

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It's the rare flooring product that can satisfy both your design goals and your sweet tooth.

However, BuildDirect, an online supplier of home-improvement products, teased customers Tuesday (April 1) with new chocolate flooring that reportedly does both.

"We know consumers will be sweet on our new chocolate flooring," Jeff Booth, the company’s CEO, said in a creative new product video.

BuildDirect, based in Vancouver, BC, said its “Chocolate Sensation Handscraped Classic Collection” was available in dark, milk chocolate and white, for a variety of design projects.

Satisfying a Market Gap

The company said it intended to fill a "huge" market gap with its sugary flooring formulation.


Customers will need 30 to 40 percent more material, due to the product’s tendency to “disappear during installation.”

“One of the most consistently popular search terms in home renovations is cocoa,” said Brian Shirlaw, the company’s "Chocolate Strategist."

“It’s a color, yes. But it could be so much more.”

Shirlaw also told customers that they would need to purchase 30 to 40 percent more materials than the project called for, due to the floor’s tendency to “disappear during installation.”

Too Good to Be True?

Some BuildDirect visitors apparently let their taste buds run away with their common sense and fell for the product. By Thursday, BuildDirect’s homepage announced, “SADLY, THERE’S NO SUCH THING AS REAL CHOCOLATE FLOORING….”

For now, customers must settle for the company's real flooring products in rich, chocolaty colors.


Tagged categories: Decorative Finishes; Floors; Marketing; Trends

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