British Gypsum

Our marketing campaign for GLASROC H Tilebacker, staring 'Freddie' the frog, proved to be British Gypsum's most sucessful product launch of all time!

British Gypsum products sell to the trade and consumer markets. When the firm launched its latest invention, Glasroc H Tilebacker, a new glass fibre tile board more suited to wet areas than traditional plaster board, it tasked us with creating a memorable launch campaign.

Strategy

Glasroc H Tilebacker is highly moisture resistant, lighter, more versatile and, therefore, easier to install than its competitors. We positioned the product based on the time savings it represented for fitters and gave birth to Freddie the Frog to front the campaign.

Solution

Printed collateral was generated, using Freddie in different poses to appeal to the various audiences and an ‘It’s a Knockout’ launch event was organised for press and key trade buyers. The campaign also produced one of our most innovative direct mailers to date. It was printed in solid blue ink with instructions to run it under warm water, which caused the ink to wash off, revealing Freddie. The design changed people’s perception that British Gypsum products are not suitable for wet areas. The campaign was British Gypsum’s most successful product launch in documented history.