Becoming a household name in a new market required a full-scale brand activation and education campaign.
ROCKWOOL and Sparks have had a longstanding partnership spanning decades, back to the very start of the brand in North America (then known as Roxul). The world’s leading manufacturer of stone wool insulation, ROCKWOOL engaged our team when it was relatively unknown in the North American market with the goal of significant growth.
Since their products have many sustainability and performance features and benefits, they have a higher price point compared to competitors. As such, education is key to help minimize any perceived price/value gap.
To start, we developed and executed a full consumer campaign all under the brand tagline “The Better Insulation” – a positioning statement that remained in place for over 15 years.
Creative development of print and out of home (OOH) advertising
Production of brand and education video assets for traditional TV spots
In-store demonstrations in key retail locations
Media planning and execution
We quickly realized the immediate and direct impact that product demos had on sales. The initial campaign’s success led us to develop a nationwide retailer campaign, which is still happening to this day.
The next step was to grow their presence in the United States. Sparks was there at every step, launching and managing a brand awareness campaign that included live-burn events conducted at key retailers, product videos, brochures, event/ trade show management, creative direction and rebranding & packaging.
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