USG

The Weight Has Been Lifted

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Challenge

Introduce a new category of lightweight drywall in the midst of the industry's worst recession. The newest product, SHEETROCK® Brand UltraLight Panels, are up to 30% lighter, stronger pound-for-pound, and easier to carry and install.

Strategy

Remind contractors and installers of the weight they are lifting: every panel, every day, every job, every week.

Idea

The Weight Has Been Lifted

Making It Relevant

Encourage trial, through which members of the target audience identify their own benefits to SHEETROCK® UltraLight: ease of installation, less fatigue, less downtime, higher productivity, etc.