Success for pros is in the bag
Though Sakrete is the original bagged concrete mix, its reputation was a mixed bag with pro contractors. Perceived more as a DIY/homeowner product, Sakrete turned to interrupt to develop brand positioning that clearly defined its products as pro grade. They wanted pros to know Sakrete understood their needs and delivered value even beyond their quality products.
Strategy
The opportunity
Separate and elevate Sakrete from the sea of sameness in the bagged concrete category and enhance contractor loyalty.
The Process
Starting with clearly identifying the brand and product as pro grade, we tied product differentiation to quality and productivity and developed materials that addressed pro customers’ day-to-day pain points.
we delivered
Differentiated positioning and visual roadmap, creating attitude and personality for the Sakrete brand while promoting national strength, local accessibility and agility of sales, customer service and operations.
Positioning
Pros needed to know when it’s made with Sakrete, it’s made to last. The theme succinctly communicated what Sakrete is and the level of quality pros can expect.
Brand Guidelines
Comprehensive guidelines detailed the new brand. This included bold typography, an updated color palette, a signature bag-tearing graphic element and photography celebrating the professional's work ethic.
Video
Brand Hype video
A high-energy video introduced the gritty essence of the brand positioning, celebrating pro contractors while driving key messaging.
Website
A re-imagined website, infused with a bolder tone and look, improved the user experience and added helpful, pro-focused tools and content including concrete calculators and detailed project guides.
website
Advertising
The no-nonsense brand voice, signature bag-tear visual and occasionally irreverent attitude made ads delivering brand benefits hard to miss.
Advertising
Trade Show
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