Georgia Pacific
Is it possible to make wallboard sexy?
It is when a savvy marketer like Georgia-Pacific reinvents the product with revolutionary new paperless technology.
You see, since 1916, wallboard has had a gypsum core with paper on both sides. And mold eats paper. So by removing the paper, G-P has eliminated a food source for mold.
To get the word out about this simple but powerful idea, we created a national multi-media campaign with an equally powerful rallying cry: STOPFEEDINGMOLD.COM
Apparently, we’ve touched a nerve.
Hits to the website have skyrocketed. Lowe’s has decided to carry the product nationwide in all stores. And awareness levels have reached 37%, unheard of for a new product in the building products category.
Who says wallboard can’t be sexy?
