Earlier this year, Rugby Cement transformed its Bagged Cement range with a redesign, and a subsequent marketing campaign relaunching the range.
The campaign has been shortlisted for the Best Campaign targeting Skilled Trades category at the 2024 Construction Marketing Awards! This recognition follows a remarkable 40% increase in sales with key merchants, showcasing the campaign’s impact. The winners will be announced on 3rd December.
The new bags feature:
- A modern design, making the bags recognisable and standing out among competitors.
- Clear and simplistic application guidelines on the front, ensuring ease of selection for the right products.
- Vertua® labelling, highlighting our commitment to sustainable products.
This redesign was strengthened by a multichannel marketing campaign that leveraged Rugby’s strong heritage in the market. It aimed to reinforce Rugby as the preferred choice for builders while supporting merchants with point-of-sale materials and trade mornings organised by the Rugby Account Managers.
The success of this campaign is a testament to the combined efforts between the Marketing, Commercial, and Technical team, who worked together in the creation and implementation of the bag design and the campaign.