Irwin Brand

Problem:

How to create an umbrella positioning that could appeal to two distinct target audiences. (Do-it-yourselfers and professionals)

Solution:

• Created a positioning that used the Professional as the basis for credibility. “Trade-Tough”.
• Established a product performance benefit that established an advantage in longevity and durability. “From Rough to Finish.”

Results:

• Positioning is incorporated on packaging and in advertising for re-launch in 2^nd quarter 2002.
• New Positioning halts share decline