Creating a passion for intangible benefits
ICYNENE was facing a commoditization of the insulation category amid a faltering economy. The brand needed to differentiate itself and give homeowners, builders and architects a compelling reason to upgrade.
Our insight was that insulation was not a top priority because homeowners could not see the benefits of a product hidden behind walls. So, we created the “Love Your Walls” campaign to call attention to the invisible, yet significant, performance benefits ICYNENE offered.
The connections plan included trade and consumer advertising, product demos, and an unconventional launch at IBS, encouraging pros and homeowners to be as passionate about ICYNENE as they are about other premium building materials.