A Large New Product Demands a Large New Launch

 

It’s called “Thermoplastic Polyolefin” but most people in the commercial roofing industry simply call it “TPO.” It’s a roofing material that’s most often used on commercial buildings, sold in rolls.

 

Our client Johns Manville, a global building and specialty products manufacturer, wanted to announce their new 12-foot-wide TPO roll offering in a unique way. It’s a product many customers had wanted to buy from JM since rumors first started circulating that it was being developed. That interest, combined with the physical size of the product, gave us the perfect creative marketing strategy to work with.

 

Enter the Yeti. All 10’ of him.

 

A large, bipedal ape-like creature first reported running around Nepal’s Himalayan mountain range back in the early 1800s, this mythical beast reportedly stands 10’ tall and is almost impervious to weather. What better spokesman for our client’s new roofing product than that?

 

Stack created large free-standing displays (complete with oversized “footprints”) and signage for use at distribution centers around the country. We also developed and distributed insulated bottles complete with fur-lined packaging to drive awareness and sales. And if you’re paying attention, you know there’s only one insulated bottle brand we could have used…

 

It was a successful product launch and one that caused considerable buzz in the industry.