NORTON
We support the brands that make the country grow.
APPROACH
Background:
Saint Gobain sought to grow sales in the different brands in its portfolio, with Norton being its priority, which as its leading brand was seeing its sales stagnant, due to the aggressive competition of prices and discounts that competitors were playing.
Challenge
The abrasives and power tools category in Colombia, for years, focused on boosting its marketing efforts in the B2B segment, focused on strengthening only its sales force and its negotiation with wholesalers and hardware stores.
Insight
By focusing so much on the points of sale, the benefits of the products remained in functional attributes. Communication had never spoken directly to the end consumer in a close way.
With this in mind, we note that communication in Colombia tends to celebrate the successes of white-collar workers, but little extolled the great work and effort of blue-collar workers. When it is the hands of the blue-collar worker that make everything that surrounds us possible, everything that is tangible, architecture, machinery, infrastructure and objects.
Strategy:
Changing the perspective of exclusive focus on B2B, Norton was going to change its strategy to get closer to the final consumer, being the first brand to exalt the blue-collar hands of work that are the ones that built the country. With the brand concept: We support the brands that make the country grow.
EXECUTION
INSTITUTIONAL CAMPAIGN
We dress in blue
Following the brand strategy, the creatives alluded to the relationship between the blue colour that represents the brand and the colour of the overalls as a representative work uniform for blue-collar workers.
Norton dresses in blue and highlights the synergy in the excellence of the work of the blue-collar professionals when they use the safest and most precise cutting disc on the market, which also makes it the # 1 for sale on the continent.
