A Mature Brand Expands to Double its Size

Challenge

Brunner was challenged with doubling sales of Dow Great Stuff, industry leader in multipurpose foam sealant, in just five years. They needed to reaffirm their dominant market presence in the long term. 

Insights

Research shows a disconnect between who the real consumer is and how the channel serves them. A big gap needs filling. Consumers are passionate about Great Stuff but can also be confused about its purpose. 

Dow Great Stuff is in the enviable position of having a 70% market share and exclusivity in two premier Big Box retailers. Management changes drive a new focus on making the brand even bigger, better, and more profitable for Dow. 

Strategy

We convince Dow to rename the product SKUs to sync with consumer needs more closely. Then we craft tailored presentations for channel partners demonstrating a deep understanding of their customer segmentation, including a newly identified opportunity: the “Reluctant DIYer.” Using an integrated consumer and channel campaign, we increase pull-through while also creating a larger in-store presence with innovative endcaps and aisle displays at checkout. 

Results

• 100% sales growth in just 3 ½ years 
• Is named “Building Materials Partner of the Year” by The Home Depot