Challenge
Hammerite is a great brand with high brand awareness amongst its core target audience
of older males. As its traditional substrate of exterior metal is in decline, the brand team
were looking to increase penetration through extending the colour range and launching easy to use ‘kits’ that would appeal to younger
novice DIYers.
Solution
We developed a series of simple kits with clear on pack communication to help consumers understand the various features and benefits of the products. Our consumer and trade literature incorporates inspirational lifestyle photography to extend Hammerite’s appeal and point of sale also emphasises the colour palette encouraging consumers to use colour around the garden.
Result
“The DGI communication material and point of sale has really helped drive sales, particularly with younger consumers who want an alternative to black! The new kit boxes have made Hammerite easier to shop, helping us to grow our share by increasing penetration and basket spend”
Hammerite Product Manager
