In 2008, market leaders in drylining solution systems, Lafarge Plasterboard sought to support and strengthen their product offering with the introduction of a new brand architecture and strategy. This saw the introduction of GTEC, a new commercial range brand which was to replace the existing sub brand naming routes throughout their products and services range.

Representing both gypsum technology and key focus areas including green values, technical expertise, knowledge and customer satisfaction, GTEC has simplified the structure of the product range with branded product groupings; GTEC BOARD, GTEC FIX, GTEC FINISH and GTEC FRAME.

As the lead agency for the implementation, we were heavily involved with the strategic roll out of the GTEC commercial range brand. Lafarge have always understood the true importance of the ‘internal audience’ and as such significant time and resource was put into ensuring the new brand launch was communicated internally first; through live events, literature and promotional activities. Once complete we then worked alongside the Lafarge team to roll out the range to varying audience groups including the trade, specification and end user markets.

A blend of on and offline channels were employed to roll out the external communications strategy including e-marketing, sales and technical literature, in-store POS and websites.  Two years on and the GTEC communications strategy continues; as the product range evolves and new target audiences are identified, we continue to provide full agency support to the Lafarge and the GTEC brand.