Delivering shelf presence with Geocel

Delivering shelf presence with Geocel

Geocel has announced a ‘premium packaging’ revamp for its popular Mate ranges, including all of its Trade Mate and Joiners Mate products in addition to a new look for its Painters Mate portfolio.

Comprising an extensive collection of professional sealants and adhesives, the Mate range has been a mainstay of Geocel’s product line up for more than two decades. Each of the 27 products are said to have been “specifically formulated to provide the best possible finish, every time” and with its new premium packaging, each product’s intended application has been accentuated to make on shelf identification even easier.

As part of the rebranding, the Mate range incorporates a bright and varied colour palette while also marking the return of the Mate range shield. In addition, the packaging now provides each product’s attributes clearly at the base of each product cartridge.

Furthermore, two new products have also been introduced to the Trade Mate range — Nail Power and Glazing Putty. An instant grab gap filling adhesive, Nail Power is designed to eradicate the need for nails and screws and is suitable for bonding most porous and non-porous surfaces. Trade Mate Glazing Putty, meanwhile, is described as a premium solvent-free acrylic, developed for glazing timber and metal frames to provide excellent adhesion and temperature resistance.

A key aspect of the new packaging is in highlighting the work Geocel is doing to raise awareness for the Lighthouse Club, with the sector charity’s logo and details of its construction industry telephone helpline — 0345 6051956 — featuring prominently on the tubes.

Geocel has also relaunched its Painters Mate range, which now boasts its own visual identity and logo, again intended to make it even easier for customers to recognise on the shelf. While maintaining its core colour scheme of black, red and white, the new packaging incorporates the range’s ‘fresh new logo’ on both the Flexible Filler and Ultra Fine Filler to provide each product with “significant shelf presence”.

Flexible Filler is billed as a high quality paintable acrylic sealant, suitable for filling cracks on door and window frames, walls, skirting boards, architraves, ceilings and more. Available in white, brown or magnolia and said to give a professional finish to any application without the need for sanding, the product’s formulation also includes a fungicide to resist mould growth and can be overpainted in one hour.

Additionally, Painters Mate Ultra Fine Filler is a ready to use, fast drying compound that delivers a “supremely smooth finish”. Its lightweight formulation can be overpainted in just five minutes and can be used on most building substrates, including wood, stone, concrete, metal and plastic. Available in white, it comes in either 500ml or 1ltr containers.

On the overall brand refresh, Senior Product Manager Andy Cummins said: “At Geocel, we want to make product selection easy for our end-users. The refreshed new Mate range packaging brings a clear and powerful design, and by accentuating each high-quality product’s intended application, tradespeople can easily find products specifically formulated for specific applications to ensure they always get the very best results.”

The re-launch of the Mate range is being supported with a “bank of tools” for stockists, including new POS and in-store collateral alongside an extensive trade PR and advertising campaign, plus regional radio advertising. A partnership has also been announced with popular builder and TV personality Julian Perryman to highlight a number of its product campaigns, including a new video series ‘Setting the Standard with Julian Perryman’ which will be available via Geocel’s YouTube channel and across its social media platforms.

For more information on Geocel’s full product range including the new packaging for the Mate portfolio, go to

This article can be found in the June 2021 issue of PBM.

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