The challenge
Stronger and more durable than standard plasterboard, the Saint-Gobain Gypsum brands’ Robust Boards range consists of some of the highest quality products of their type on the market. However, the variety of products in the range, and different approaches to communicating the offer from country to country, had hampered penetration.
We were tasked with delivering a full brand value proposition that would redefine the offering and bring more uniformity to the marketing efforts of international teams. We would also need to develop messaging and creative assets to better reflect the elite qualities of the range and improve customer awareness and understanding.
The solution
We worked with Saint-Gobain Gypsum stakeholders from across the globe to dig deeper into the qualities of Robust Boards, and get a sense of how the offer should be categorised and defined. The valuable insights we gleaned inspired the new positioning line: ‘Built to last, ready for life’.
As well as capturing the range’s strength and durability, the line reinforced the emotion-led story we wanted to tell. It also served as the basis for the messaging we developed around the various products and subcategories within the range.
Once we had finalised the value proposition and messaging, we moved to the creative development stage. We created a set of visuals focused on the products’ different applications, and showcased how the products elevate spaces. To support the campaign launch, we built a suite of digital and print assets that could be adapted for different international markets.
The results
Our value proposition, messaging and creative assets redefined the Saint-Gobain Gypsum brands’ Robust Board range. Much needed clarity was brought to the offer, and the international teams were armed with an invaluable, reinvigorating marketing resource.
“The value proposition, messaging and creative work undertaken by The Think Tank has been a fantastic success. The feedback from our teams has been really positive. They went to great lengths to understand our objectives, and the assets they delivered were exceptional. It’s really breathed new life into the Robust Boards range.”
Wesley Luton
International Market Manager
Sustainable Solutions & Robust Boards, Saint-Gobain
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