REVIVING A DYING BRAND
Vecco, a three-part rug painting system, received final notice from parent company S.C. Johnson to make this 8+ year old product profitable. They came to us and together, we re-engineered the brand foundations: creating a new look, finding a new voice and even making product recommendations.
REVISE, REFINE, REPEAT
Vecco as a product stood in a category of it's own. This created a unique problem when trying to launch a product that can be a bit complicated as well as unfamiliar to consumers. To that end the “DIY Rug Décor” tagline was created to quickly and simply explain the product. This began the launch of a brand campaign which included digital, video and social components. Each execution was slightly different in it’s tone and target audience. Through this process we were able to identify the best niche market and refine the brand.
SELL-IN TO MAJOR U.S. RETAILER
To fully succeed, Vecco needed to be in-stores—not just rely on ecommerce. We were an equal partner in helping them explore, pitch and eventually succeed in finding shelf space. Vecco is currently in three major U.S. test markets for Michael’s craft stores.