Eco Cork Foam

Taking Eco Cork Foam National at The Home Depot

What We Did

  • Competitive Research & Audit
  • Brand Refresh
  • Packaging
  • Photography
  • Visual Merchandising
  • Web Design & Development
  • Digital Marketing
  • Social Media Marketing
  • Monthly Reporting and Analytics

One of the challenges of marketing products in the home improvement industry is that brand awareness is closely tied to need. We only shop for something when we need it. Underlayment is a perfect example. Unless you’re a pro or an experienced DIYer, you may never consider the merits of underlayment until you need it. If you’re an underlayment manufacturer, that leaves you with a small window of opportunity to position yourself. If you’re an underlayment manufacturer aiming to leap from test markets to national sales at The Home Depot, you’re going to want help to make the most of that window.

Such was the case for Eco Cork Foam, one of the bestselling and highest-rated underlayments at When The Home Depot began testing the product in a few stores, the makers of Eco Cork Foam reached out to Porchlight to help ensure the test was a success. Spoiler alert: It was!

The Solution

Porchlight began our work by immersing ourselves in underlayment and embracing the Eco Cork Foam difference. We toured the Palziv factory, capturing imagery and video for later use. We walked multiple stores with the client to study and solve in-aisle challenges and opportunities. We talked to associates and read reviews to discover the most critical needs of shoppers. 

Knowing that what happens in-store begins online, our strategy focused equally on retail merchandising and digital marketing. While part of our team was concepting and building the new, others were developing new, original content to support the website and product pages at We created blog articles, shot all-new product imagery and developed explainer videos. To drive traffic and boost sales, we took over management of the brand’s social media presence and refreshed its ecommerce assets. To support retail sales in the test markets, our team developed all-new packaging, POP and in-store marketing collateral.

The Results

  • Eco Cork Foam is holding steady as the highest-rated underlayment at The Home Depot.
  • Eco Cork Foam is now sold in all U.S. stores at The Home Depot.
  • A brand refresh for Eco Cork Foam has rolled out online and in stores.
  • Porchlight has begun working with Palziv on their other brands.


Brands need a firm foundation to be successful in the market. They need solid footing to rally engagement, both internally and externally. Strong foundations are built – and rebuilt – through careful evaluation and response to the different factors that impact success, including the market, the offering and the audience.

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There’s a big difference between brands built well, and those built in a hurry. In this way, brand construction is like the experience of the “Three Little Pigs.” Some methods and materials hold up better than others. Great brands are built with carefully constructed positioning, identity and messaging, with brand standards operating as an owner’s manual.

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