UniBond Sealant: Sealing a successful future - IPA Effectiveness Awards Case Study 2005

Brief Description: In 2002 UniBond were the biggest brand in sealants, with a 40% 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 helped established UniBond as the market leader and most credible brand to deliver superior performance over the competitors. Consumers were persuaded to trade up from all-purpose to premium silicone sealants raising average price by ?1.19 and increasing UniBond's premium over competitors by 41% in less than two years.? During a time when volume growth was only 1%, this generated value growth of 21.4%. ;---(TAGS)--- Full Title: Unibond sealant range. Sealing a successful future for Unibond ; Number: 2005/01 ; Brand Name: Unibond ; Client: Henkel UK ; IPA_ProductCoding: DIY goods/Home improvements (Adhesives inc. tapes, sealants etc.) ; Agency: BDH\TBWA ; Author: Rob Gray ;