Tremco Barrier Solutions manufactures products to protect newly constructed homes against the elements. They were launching a new basement waterproofing product, WATCHDOG WATERPROOFINGÂ®, to complement their highly successful â€“ and premium priced â€“ TUFF-N-DRIÂ® Basement Waterproofing System. The goal was to introduce the new line and not steal sales from the existing line.
We developed a literature series and trade ad campaign that encouraged readers to â€śThink WATCHDOG WATERPROOFING.â€ť Literature contrasted the two products by suggesting readers think of the one â€śas a poncho for your basementâ€ť and the other â€śas a hardhat for your basement.â€ť Stylized â€śthought bubbleâ€ť graphics helped the materials stand out from the competition.
â€śWithin three years of introduction, WATCHDOG WATERPROOFING was appearing among the top five basement waterproofing products in builder preference studies â€“ all without cannibalizing sales from TUFF-N-DRI.â€ť
– Tom Cullivan, marketing manager for Tremco Barrier Solutions