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 and homeowner product, Sakrete turned to Interrupt to develop a brand positioning strategy that clearly established its products as pro grade. We helped reposition the concrete brand around professional quality, productivity and support, showing contractors that Sakrete delivers value beyond what's inside the bag.br

overhead view of an open bag of Sakrete concrete mix
man pouring bag of Sakrete high strength concrete mix into a small concrete mixing machine

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

Sakrete, Ready Made Pro Grade

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.

Sakrete pillar, complete pro solutions
Sakrete pillar, consistency you can count on
Sakrete pillar, support beyond the bag

Sakrete brand identity & 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.

Sakrete brand guidelines
Sakrete brand typography
Sakrete brand colors
three sakrete brand textures

Video

Brand Hype video

A high-energy video introduced the gritty essence of the new brand positioning, celebrating pro contractors while reinforcing Sakrete's key messaging.

man unloading pallet of Sakrete concrete mix
man unloading truck bed full of bagged sakrete concrete
bag of Sakrete 5000 plus high early strength concrete mix sitting on a pile of stone
two men shaking hands by a pallet of Sakrete concrete mix
bags of Sakrete high strength concrete mix in the bed of a pickup truck

a pro-focused Sakrete 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

Sakrete website displayed on a laptop and a desktop monitor
image of three Sakrete website pages layered on top of each other
phone laying in the grass with the Sakrete app on it
man holding phone with the Sakrete app on it

pro contractor advertising

The no-nonsense brand voice, signature bag-tear visual and occasionally irreverent attitude made ads delivering brand benefits hard to miss.

Advertising

magazine open to a Sakrete print ad
Sakrete contractor ad for project guides
Sakrete pros calculator ad
Sakrete contractor ad

Trade Show

Sakrete ad that completely fill big box store doors and windows
Sakrete tradeshow booth setup
Sakrete product guides laying open on a white background
Sakrete sales playbook laying open on a desk

More Good Stuff

ready to be uncomfortable?

If you're ready to push beyond the status quo, we're ready to get to work.

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