Setcrete has unveiled a new promotional campaign for its recently-launched Level-Smart water-mix levelling compound.
The advertising-led activity will target professional builders and other specifiers to drive merchant sales of Level-Smart over a three-month period starting in April 2023. In addition, an awareness campaign will run in the builders’ merchant press over the same period.
The campaign creative uses iconic imagery associated with historical ‘smarties’ including Einstein, Sir Isaac Newton and Leonardo Da Vinci to underline the ‘smart’ technology behind the product’s formulation, while “highlighting key benefits that builders will instantly relate to.”
These are said to include fast setting and drying, the ability to apply the levelling compound directly over old adhesive residues, and removing the need to prime the subfloor before application.
The ‘next generation’ water-mix formulation of the product is also designed to offer an alternative to ‘bag and bottle’ levelling compounds, which were previously the ‘go to’ choice for levelling compounds suitable for use over old adhesive residues. The absence of an accompanying liquid is intended to reduce both the volume and weight of product that builders need for a job and eliminates the environmental impact of using plastic bottles needed to package liquids.
Commenting on the sales drive, Setcrete Brand Manager Peter Wilson said: “The promotional campaign for Setcrete Level-Smart plays on the ‘smartness’ of the product in being able to deliver time saving benefits that builders will instantly appreciate. Ad campaigns will run concurrently in professional builder media and merchant press to ensure universal awareness of the product; driving demand from builders and encouraging merchants to stock up to take advantage of that demand.”
As well as being suitable for application over old adhesive residues, including bitumen, carpet tile tackifiers and ceramic tile adhesives, Setcrete says Level-Smart can be used over a wide range of subfloor types, including sand/cement screed, concrete, granolithic, terrazzo, asphalt, steel, old vinyl asbestos tiles, epoxy and polyurethane resins, ceramic and quarry tiles; all without the need for a primer.
