Making EB25 no.1 again

EB25 is the brand’s flagship product, which set the standard for premium products in the sealants and adhesives category. But its market leadership was under threat from several well-resourced competitors.

The challenge

After the pandemic restricted traffic to merchant branches, EB25 was faced with yet another challenge to its market leadership. With key competitors utilising similar messaging and catching up, the brand urgently needed to reaffirm its premium positioning in the minds of everyday builders, and demonstrate to the trade a commitment to increasing sales and providing retailer support.

What we did

Through product testing and competitor research we established that EB25 could legitimately make superiority claims. The key to this was emphasising the product’s dual nature – ‘Nothing sticks like it. Nothing seals like it.’ On TV, press, OOH, radio, Spotify, YouTube, social media, digital display, PPC and POS it was a big, bold message builders simply couldn’t miss. Then there were interactive road shows, sales team presentations, and training materials – plus influencer marketing featuring product demonstrations by real builders.

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, TM Distribution

The results

The campaign was a huge hit on social media – Everbuild’s most successful yet – driving the highest ever number of new page likes, compared to activities before Cite were brought in. Equally importantly, at-risk listings with major national retailers have been retained. Moving into 2022, EB25 is forecast for very healthy growth, even in the face of challenging trading conditions across the industry.

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How we helped
Branding. Art direction. Illustration. UI. UX.