Clever Samurai Developed Campaign Goes Right to the Basement

DRIcore® subfloor launches retail campaign to DIY home reno consumer

TORONTO, Canada, March 21, 2018 – Clever Samurai™ Marketing Communications ( has developed a new North American marketing campaign for DRICORE® products (, the basement subfloor available at The Home Depot, that drives home the idea of "Don't Build Without It."

The market-leading subfloor technology provides homeowners with the benefit of better basement comfort, better moisture management and is very easy to install. "Home-owners often don't realize that a concrete basement floor isn't really a good foundation to build upon," says Clever Samurai Vice President & GM, Leigh-Ann Clarke. "You'll simply have a better quality and more comfortable basement if you install a DRICORE subfloor as part of your basement renovation project."

The multi-channel campaign delivers the message that "When finishing a basement, make sure it's really finished." Supporting facts include:

- Patented air gap technology eliminates moisture
- Better R-value raises basement temperatures
- 25-year product warranty
- Installs in an afternoon

The launch plan includes radio in Ontario and Quebec, a North American content marketing and PR campaign, in-store, product-placement and digital initiatives.

Phil Emery, Marketing Director at DRICORE, comments, "Category consideration and ultimately DRICORE product purchase is the goal. People consider all kinds of things to make their basement a great extension of their living space. We want them to know that their house is a much better home with the inclusion of a DRICORE basement subfloor."

Clever Samurai works with a number of market-leading clients in the home improvement category, including Icynene-Lapolla, Phantom Screens and DRICORE's sister-company Rhino Carbon Fiber.