When Argos Cement expanded from the Colombian market to the Dominican Republic, a clever and unusual marketing strategy was explored. TBWA Colombia set out to appeal on a more personal level to the construction workers who are the target consumers of the product.
Typically, a building materials manufacturer would strive to establish and maintain a strong brand identity of quality and reliability that would be attractive in a very direct way to construction companies. Here, however, the cement packaging was designed with the individual user's interests in mind, and this demographic was largely determined to have a love for the sport of baseball.
As such, builders, contractors and construction workers began collecting the bags of cement like baseball cards, with each having its own particular art. The success was so great that the packaging strategy for Argos cement was employed again the following season.
More Stats +/-
Future Festival & Malcolm Gladwell - Early Bird Deadline
Optical Illusion Branding
Sustainable Paint Packaging
User-Friendly Cement Packaging
Delectably Decorated Branding
Free 2018 Report & eBook
Get the top 100 trends happening right NOW -- plus a FREE copy of our award-winning book.
Our Research Methodology
This article is one of 350,000 experiments. We use crowd filtering, big data and AI to identify insights.