Holcim wanted to create an entirely new segment of specialized structure application cement in a commodity category, despite being a relatively small regional player. Power and strength are at the core of the new innovation.
Branding. Holcim PowerMax
In a category dominated by emotional communication, we created a real, hard-hitting and fact-based campaign focusing on the efficiency and strength.
Understanding the motivation of contractors in choosing a particular cement brand was essential to the story development, in hopes of creating a unique communication for this category.