Out of kilter with the market and with declining market share, Terrain needed a serious boost – effectively a re-launch. To build awareness, and in turn, sales, branding with longevity was required. Research underlined how builders, merchants and specifiers looked for help from their suppliers to ease their workload.
Faced with a low-tech, ‘me-too’ product range, a relatively unsophisticated audience and the need to address different messages (range breadth, new pricing structure, specific promotions, etc.), we needed to develop a highly memorable branding device to cross all messages and media. We dug around and came up with a mole to be the spokesman for ‘Overflowing with helpful ideas’.