Details

Challenge
Introduce a new category of lightweight drywall in the midst of the industry’s worst recession. The new product, Sheetrock UltraLight Panels, are 30 percent lighter and 40 percent stronger than regular drywall.

Strategy
Remind contractors and installers of the weight they are lifting: every panel, every day, every job, every week.

Idea
The Weight Has Been Lifted

Making It Relevant
Encourage trial, through which members of the target audience identify their own benefits to Sheetrock UltraLight: ease of installation, less fatigue, less downtime, higher productivity, etc.

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