McMillan Launches
“Feels Like Home”
McMillan Floors last week introduced “Feels Like Home,” a new brand platform that reimagines flooring as more than a functional surface — it’s the foundation of everyday life.
For over 15 years, McMillan has delivered premium flooring to homes across the U.S. and Canada. The quality hasn’t changed — still durable, still best-in-class construction, still built to last. What’s changed is the perspective.
“Feels Like Home” marks a shift from technical specifications to emotional storytelling. Because floors aren’t just walked on — they’re lived on. From the first steps to quiet mornings, spontaneous dance parties to the conversations that shape a life — these moments happen on the floor.
A New Look for a New Era
As part of the launch, McMillan introduced a full brand refresh designed to bring warmth, humanity, and feeling into every touchpoint:
-
🎨 A new and modern visual brand identity
-
📦 New packaging to better reflect the quality it protects
-
🖥️ A redesigned website that balances utility with inspiration
-
📺 Our first ever :30 second ad
-
👨🏻🎨 Ongoing collaborations with popular interior designers like Hans Lorei and Lily Walters
The launch was supported by a comprehensive campaign rollout — including a full-funnel suite of assets across paid and owned channels and email series designed to drive both awareness and conversion.
The Shift Is Already Showing
-
📣 5 million+ impressions in the first week
-
🏎️ 400% increase in website traffic
-
💰 50% lift in weekly sales
“We didn’t change the product — just the perspective,” said Gustavo Malagon, VP of Marketing at McMillan Floors. “We’re not trying to out-spec the big box players (even though we could). We’re showing that even the most overlooked categories can connect — if you treat the product like a story worth telling.”
A brand strategist turned marketing executive, Malagon brings over a decade of experience building and relaunching CPG and tech brands. He’s led strategy at agencies like Saatchi & Saatchi (Cheerios), Deutsch (Anheuser-Busch), and Havas (IBM), and later helped drive brand growth from the inside at Anheuser-Busch, where he relaunched names like Estrella Jalisco and Jarritos Hard Soda (Cantaritos).
