Paperless building national momentum
When Georgia-Pacific, one of the most trusted brands in the building industry, decided to take their latest innovation national, they came our way.
The product? Paperless drywall that resists moisture and mold. Think about it. The paper face on drywall collects moisture like a blotter. And the moisture draws mold like a magnet. So, if you replace the paper…
Long story short: we got jacked.
The LKM strategic team went to work, talking to homeowners, builders, architects, specifiers, and of course, the client. Talk about an insight. Turns out drywall is universally perceived as, well, a pretty dry subject. Mold, on the other hand, gets everyone’s dander up.
We discovered that, if an ounce of prevention is worth a pound of cure, a 4x8 sheet of the stuff really has value. Especially when 7 of 10 homes have mold behind the walls. (When it comes to mold, people don’t like surprises.)
Stop feeding mold was born. First as a rallying cry. Then as a brand mantra. And finally as a call to action. Along with a web site, television, print, and some serious Big Bang tactics (see story below).
In one year, over 3000 home centers – including the Big Two – were featuring this product and its call to action. (See the work.)
