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 2nd quarter 2002.
- New Positioning halts share decline
