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.