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Generating
Buzz
with
Mold-Resistant
Products with BluWood
Challenge
WoodSmart Solutions, a chemical engineering innovator, formulated a breakthrough wood-treatment system that promises to transform the construction industry’s use of wood and sheet building materials. The high-tech product promised to stop mold, rot, fungi and termites for wood building materials. They needed to hit the market with a powerful messaging platform and branding campaign in key markets across the country to catch the attention
of builders. As a Tribe, builders are known to be resistant to change.
Solution
Torque positioned the product with the tagline “Build Smart. Build Strong,” focusing the message on the product’s considerable
benefits for builders and homeowners, and avoiding complex language about the product’s chemical formulation. Using distinct
photography of the BluWood product, we designed a suite of tradeshow banners, print brochures and a website. Torque also produced a print ad campaign, which has begun to generate attention in the industry.
Result
The BluWood brand
has
achieved
a level
of sophistication
and
clarity
that has created buzz and credibility.
Sales
have grown steadily, and the company
is
poised to continue strong sales in the
third
and fourth quarters of the year.
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