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Branding
Holcim PowerMax

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.