- Title, titleAccent, and description fields used below. Need to clean this up. Not all fields are needed now.
Creating a category, not just launching a product
- Likely need to convert this to use descriptionSegments. We need line breaks.
Industry
Building Materials
What We Did
- Market Strategy
- Brand Positioning
- Creative Platform
- Audience Research
Launch DensDeck Prime across five European markets and establish Georgia-Pacific as the brand defining the cover board category.Most European roofs are built without one. And where cover boards are used, they’re often treated as interchangeable, with price making the final call.That meant doing two jobs at once: create demand for the category and preference for the brand.
Compliant isn’t the same as protected.And while architects, engineers, contractors and system manufacturers all had different priorities, our research uncovered something they shared: nobody wanted to be the person defending the decision when something failed later.That changed the conversation to be less transactional and more emotional.We stopped selling another component in a roofing system and started talking about the responsibility that comes with specifying one.What’s Inside Deserves Better.That became the thinking behind Protect What Matters Most, a platform that gave Georgia-Pacific a bigger role than selling a product. It gave the brand the opportunity to educate the market and define the category.
The Execution
The Growth
- Result are currently in progress
