USG (United States Gypsum) is the largest manufacturer of gypsum
wall board in North America and a leader in joint compound, ceiling and flooring tiles and other products. FUSION was tapped to launch a new line of tools targeting drywall contractors.
USG New Product Launch
FUSION engaged at the product development stage to assist in product strategy, branding, messaging and positioning. Focus groups generated insights that resulted in Sheetrock Tools brand preference. All packaging and merchandising were created in English and Spanish, targeting heavy user Hispanic contractors. A launch roll-out was expedited via a quarter-pallet display, promotions and field marketing.
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