from bad relationships
Brand Switch Campaign
LP SmartSide engineered wood siding was facing fierce competition from the leader in the category, who was spending heavily on advertising.
And even though builders and remodelers felt stuck in bad relationships with their
well-known siding partner, they either feared change or didn’t know where to turn.
But, with some well targeted print, emails and banner ads, we managed to show them a compelling alternative to the abuse they might be taking — especially since the siding they were getting from LP’s well-known competitor could barely take any abuse at all.