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How new branding and product positioning helped
How new branding and
product positioning
Georgia-Pacific Building Products strengthen their
helped Georgia-Pacific
Building Products
strengthen their
partnership with Home Depot.
partnership with
Home Depot.
You might think a brand nearly a century old would no longer have to sing for its supper. But Georgia-Pacific (GP) Building Products still earns every partnership, big and small. Although GP has an existing relationship with The Home Depot, the retailer had yet to make shelf space for one of GP’s more recent innovations, ForceField, a weather-resistive sheathing system that protects structures from water intrusion and unwanted air movement.
Getting ForceField into select The Home Depot stores in Texas would provide much-needed sales uplift for the product and open the door to a broader market launch. But first, we had to help GP prove that ForceField was not redundant with other weather barrier systems The Home Depot carried out by building a compelling case fueled by branding and communications designed to move product.
Agency services:
Getting ForceField into
select Home Depot stores
in Texas would provide
much needed sales lift.
Logo development
Due to ForceField’s low market awareness, we identified two aspects of the existing ForceField logo we needed to strengthen. First, we increased the visibility of the Georgia-Pacific name and their highly recognizable “tree” icon, so ForceField could benefit from the trust and credibility associated with the GP brand. Second, we abandoned the double “F” abbreviation–which held no meaning for those unfamiliar with the product – to allow for a more prominent product name and a short descriptor. We presented a range of options, recommending the one that best conveyed the parent company, the product, and its purpose.
Expanded messaging
ForceField’s original launch messaging was singularly focused on it being an alternative to house wrap with little attention paid to its advantages. So, we expanded the ForceField story to include differentiators like a faster install that required only a single trade, weather resistance to keep production on schedule, and greater durability to eliminate the costly frustration of blowing and tearing. And since there were competitive weather barriers beyond house wrap, we made the message inclusive of all builders, instead of limiting our audience to just those who used one type of product.
Easy Installation Saves Time
Doesn’t Tear or Blow off like House Wrap
Keeps Homes Strong and Energy Efficient
For any building products company, their sheathing acts like a giant business card to influence contractors’ decisions on weather barrier systems for future jobs. While the light gray panels were distinct to Georgia-Pacific, we added content that outlined the ease of installation to reinforce the efficiencies of Forcefield on the jobsite.
The most effective way to persuade The Home Depot to put ForceField on their shelves was to prove it could move quickly off their shelves. To illustrate how ForceField could stand out in a sea of competitive products, we designed eye-catching and compelling in-store materials such as an interactive aisle end cap, a bold in-aisle display, and a tear-away brochure to clearly communicate ForeceField’s advantages to customers to influence their purchase decision. We also developed quick-reference sales materials for Home Depot sales staff, so they could convey ForceField’s benefits to building professionals and homeowners with confidence.
In-aisle bay
Brochure
Aisle end cap
“They thought through every detail to make sure The Home
“They thought through
every detail to make sure
The Home Depot recognized
Depot recognized ForceField’s value and our ability to
ForceField’s value and
our ability to create an
create an exceptional customer experience.”
an exceptional customer
experience.”
You want advertising that doesn’t
You want advertising
that doesn’t sound like
sound like “advertising.” So, let’s
“advertising.” So,
let’s create a campaign
create a campaign that engages your
that engages your
audience on a rational level they
audience on a rational
level they expect – and
expect — and an emotional one
an emotional one
they never saw coming.
Mike Tyson said, “Everybody has a plan
Mike Tyson said,
“Everybody has a plan
until they get punched in the mouth.”
until they get punched
in the mouth.” So,
So, let’s protect your choppers and
let’s protect your
choppers and knock your
knock your competition to the
competition to the
canvas instead.
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