Dayton Superior is one of America’s leading suppliers to the global concrete construction industry. But the leader faced a challenge. While contractors had heard of the Dayton Superior brand, they didn’t know what it stood for. How did we give contractors a more concrete sense of the brand? We started by creating a voice that spoke their language. Then we built confidence in the brand by demonstrating how the company’s products and solutions are indeed superior – and are backed by a solid company and expert support. The new brand came to life with a new tagline: Perform with Precision. This idea supported the company’s belief that accuracy and meticulous attention to detail come with the job.
To win the hearts and minds of the contractor audience, we developed a micro-targeted campaign – which included a website, contractor tools, packaging and retail displays. All campaign elements incorporated crisp, bold graphics and strong, direct messaging.