A Revolutionary Tile

The Relaunch of the Lightweight Roof Tiles

Objective

B&C 30 and B&C 25 reduce the physical load on roofers by up to 40%. Yet, despite this significant benefit, the initial launch failed to achieve the desired market impact.

The challenge was to reposition and relaunch the products with a fresh approach, highlighting their key benefits through integrated online and in-store marketing.

My Tasks

  • Redefine the identity of B&C Ergo 30 and 25

  • Revitalize the brand and strengthen its market positioning

  • Identify key product benefits and translate them into a clear value proposition and brand messaging

  • Plan and lead the relaunch at Byggeri ’23

  • Lead the integrated marketing campaign across online, offline and in-store channels

Results

  • Developed and launched a complete new visual identity across website, video, product brochures, in-store materials and logo

  • Achieved 10% ad recall through digital marketing campaigns

  • Increased product sales by 17% in Q3 2023 compared to 2022.

  • B&C 30 Ergo awarded Byggeriets Arbejdsmiljøpris 2022

  • Secured press coverage in relevant industry publication