Owens-Corning shingles

Owens-Corning Canada, formerly known as Fiberglas Canada, has entered the Canadian roofing business with the launch of three brands of roofing shingles.The move marks a significant change in direction for the Toronto-based company, which until now has specialized in insulation products,...

Owens-Corning Canada, formerly known as Fiberglas Canada, has entered the Canadian roofing business with the launch of three brands of roofing shingles.

The move marks a significant change in direction for the Toronto-based company, which until now has specialized in insulation products, including its best-selling Fiberglas Pink brand.

Two of the new shingle brands, Polar 25 and Arctic 20, began rolling out Feb. 1.

The former is designed to compete against competitors’ products guaranteed for 25 years, the latter, products guaranteed for 20 years.

A third brand, Oakridge, will be introduced later this year.

Owens-Corning will back the product launch with French and English tv spots running Feb. 5 until the end of the current National Hockey League season.

The campaign, which will also include direct mail ads and point-of-purchase displays, revolves around the tag-line ‘shelter from the stormy blast, Guaranteed.’ SW