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Jim Caruk for Owens Corning Canada

BY HBSDealer Staff

Home improvement personality Jim Caruk has signed on to represent Owens Corning Canada through a two-year brand association.

Per the agreement, Caruk will endorse Owens Corning EcoTouch PINK FIBERGLAS Insulation, AttiCat Blown-In Insulation and FOAMULAR Rigid Insulation products.

Caruk is a contractor, the editor in chief of Renovation Contractor, a 2013 Premier's Award recipient, founder of Renos for Heroes, and the former host of HGTV's Real Renos and Builder Boss.

“Having spent more than 35 years renovating and building homes for my clients I’ve learned many lessons, the most important being to never compromise on quality craftsmanship and expertise," said Caruk. "Building a family’s home is a huge responsibility where time, money and emotion could ignite at any moment."

"That’s why I only use products that are tried, tested and truly the best," he added. "I am delighted and it feels natural for me to endorse Owens Corning, a brand I have been using since I started in the business."

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Valspar chips in for the colorblind

BY HBSDealer Staff

Maybe it's all the publicity that the dress stirred up (here's one for Team Gold and White), but Valspar is aiming its latest initiative at issues related to color perception.

According to the company, 300 million people around the world are colorblind.

As such, Valspar is launching a partnership with EnChroma, a manufacturer of corrective eyewear for colorblindness. Through its #ColorForAll initiative, Valspar will be giving away a few pairs of glasses to colorblind people, as well as raising awareness about the importance of color in general.

The campaign also includes a short documentary, called "Color for the Colorblind," which features personal anecdotes from colorblind individuals (as well as those describing what it felt like to see color for the first time).

"As a company deeply rooted in color, Valspar believes that everyone deserves to see and appreciate the experience that color brings to life," said Joel Wasserman, director of brand integration at Valspar. "Most people don't know what it's like to live in a muted world. We're dedicated to making a change for the better and igniting a conversation around the impact of color."

Valspar is also encouraging customers to share their own relevant stories via the #ColorForAll hashtag or at ValsparColorForAll.com. Respondents will get a chance to receive a pair of EnChroma glasses as well.

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Quikrete cements its Web prowess

BY HBSDealer Staff

Atlanta-based Quikrete Companies turned the switch on a new, advanced website featuring new tools and information on an array of concrete, masonry and stucco projects. The new website is mobile-responsive so that users have access on a desktop computer, laptop computer, smartphone or tablet.

“Over the years, we’ve enhanced quikrete.com based on extensive research and insights from homeowners and contractors with the goal of providing the best possible user experience,” said Frank Owens, VP marketing for The Quikrete Companies. “The new website provides homeowners and contractors different experiences through navigation that leads to information that fits their needs.”

Owens pointed to the example of how consumers prefer how-to videos, while contractors are more interested in technical product information. The new site reflects those differences.

About half of visitors to Quikrete.com are on mobile devices or tablets, “so it was a priority to make the latest version mobile-responsive,” Owens said.

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