Everbuild
Making EB25 No.1
once again.
The challenge.
EB25 is a fantastic product. But its biggest benefit is also its biggest problem. It’s not a sealant or an adhesive – but both. Research demonstrated that if we could get this duality into the minds of consumers then we had a chance of restoring EB25 to its previous market-leading position. Generally, advertising experts will say you need to restrict your campaign to a single message but sometimes what’s needed is the old one-two.
The insight.
We got under the skin of the product with in-depth product testing, and we looked closely at the competition. This yielded an incredible product truth: Nothing else on the market could stick or seal quite as well. EB25 was the best, hands down.
The creative.
With such a strong brand story to share, we made it loud and clear with our campaign: Nothing sticks like it. Nothing seals like it. Making our message big and bold across TV, press, out-of-home, radio, Spotify, YouTube, social media, digital display, PPC and POS. Not to mention interactive road shows, sales team presentations and training materials – plus influencer marketing with product demonstrations by real builders.
What they say
“Cite’s helped us reaffirm the brand positioning and put more space between us and the competitors”
“EB25 needed a hard-hitting, impactful campaign to reaffirm the brand positioning and put more space between us and the competitors. Not only did Cite deliver precisely that – they did it in record time.”
Jennie Lumley – Marketing Manager at TM Distribution
Results.
The social campaign gave Everbuild their most ever likes, while at-risk listings with major national retailers have been retained. And even as the industry faces challenging conditions, EB25’s sales forecasts continue to surge.
