Crowned as the most successful product launch campaign for British Gypsum®

Crowned as the most successful product launch campaign for British Gypsum®

British Gypsum is world renowned for its Gyproc® plasterboard. However, traditional plasterboard made from Gypsum is not rated for its moisture and mould resistance, hence not often used as a tilebacker (the generic term for a board onto which you would tile directly onto) for ‘wet areas’ such as kitchens and bathrooms. The alternative is cement board – which is heavy, hard to work with and less sustainable/recyclable.

British Gypsum innovated by developing Glasroc® The board has a pre-primed water-resistant acrylic surface, meaning you can get tiling straight away without worrying about problems with moisture and mould later on. The board is up to a third lighter than traditional cement boards, making it faster to fit without power tools, pre-drilling or special fixings.

Like water off a duck’s back – we innovated ourselves and developed a launch campaign like no other. The message we aimed to instil was that British Gypsum now had a moisture resistant tile backer board in the range…hop in Freddie the Frog – we developed the Freddie character and adapted him into many target personas – architect, specifier, contractor, builder, homeowner etc

The campaign produced one of our most innovative direct mailers to date. It was printed in a solid blue ink with instructions to ‘run me under warm water’. This caused the ink to magically clear to reveal Freddie – hence changing people’s perception – that British Gypsum products are suitable for wet areas. Genius!

Combined with a full suite of collateral and digital assets – it all came together to result in British Gypsum’s best product launch ever!

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