In a bid to help drive counter sales of its Blue Circle products, Tarmac Cement has launched a packed brand positioning campaign called ‘One of the Family’.
The ‘One of the Family’ campaign will aim to highlight that when it comes to having good, solid family values, Blue Circle’s packed cement range has bags of them.
The campaign will promote the Blue Circle range, with each individual product being given a family characteristic that is aligned to the product’s features and the benefits they bring to the end-user. For example, Blue Circle Mastercrete Cement is ‘The Reliable One’ thanks to its quality and improved workability, whilst Blue Circle Postcrete is ‘The Easy One’ as there’s no mixing and it sets in less than 10 minutes.
Gareth Osborne, Senior Marketing Manager at Tarmac Cement, commented: “As one of the industry’s most iconic brands it’s important for Blue Circle to continue to drive innovation in its marketing programme in order to drive merchant sales.
“Using ‘personalities’ to describe the Blue Circle family of packed products helps bring the brand to life in an engaging way. We want people to know that whatever job they are tackling, they should choose Blue Circle as they can count on strong and solid support. After all, when they’re working with us, they’re one of the family.”
One of the Family – Packed Product Range:
- The Every One: Blue Circle Multi Purpose Concrete
- The Grounded One: Blue Circle Slablayer
- The Dependable One: Blue Circle General Purpose Cement
- The Fast One: Blue Circle Extra Rapid Cement
- The Reliable One: Blue Circle Mastercrete Cement
- The Easy One: Blue Circle Postcrete
- The Bright One: Blue Circle Snowcrete White Cement
- The Handy One: Blue Circle Repair Concrete
- The Strong One: Blue Circle High Strength Concrete (40N).
For further information, visit: www.tarmac-bluecircle.co.uk/trade.
