IPA Effectiveness Awards 2005: Bronze Award - UniBond Sealant Range

UNIBOND SEALANT RANGE Campaign: Sealing a successful future for UniBond Client: Henkel Consumer Adhesives Agency: BDH\TBWA Principal author: Rob Gray With contributions from: Paul Keen, Yoshio Tazaki Media used: TV

CASE SUMMARY

In 2002, UniBond was the biggest sealant brand, with a 40 per cent market share. A major insight revealed consumers were shopping with a specific task in mind but struggling to select the most suitable sealant for the job. A restructured range of task-specific sealants made the benefits of premium silicone products more apparent. Advertising established UniBond as the market leader and most credible brand to deliver superior performance.

Consumers were persuaded to trade up from all-purpose to premium silicone sealants. This generated value growth of 21.4 per cent at a time when volume growth was only 1 per cent.

JUDGE'S VIEW

"Advertising did an amazing job for UniBond: it motivated consumers to trade up from all-purpose sealants, creating the right climate for the brand to enjoy an average price increase of £1.19. This gave UniBond a 41 per cent premium over its competitors in less than two years. But what really struck us about this case was the creative thinking that happened well before the advertising was created. This led the complete UniBond range to be repackaged, which made the benefits of its premium products more apparent. Brilliant."

- Malcolm White, founder, krow.

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