Finding “brand gold” in the “Bazooka” tool
OUR SOLUTION PORTFOLIO: select a thumbnail
OUR SOLUTION PORTFOLIO: select a project
1: Branding
Ames had nearly abandoned its Bazooka brand until Design Coup resurrected it. The new Bazooka/Ames brands and color palettes are strong, confident, mutually compatible and tool-friendly.
2: Brochures / Direct Mail
“Rent the best, Own the best.” Design Coup developed this core message to promote the value of using the original, Bazooka taping machine – instead of a competitor’s knock-off tool.
3: Ames Franchise Store Video
Ames needed big-screen action visuals for its stores and trade show booth. This high-impact video uses video and motion graphics to highlight the advantages of Bazooka automated drywall taping.
4: Tradeshow
Ames has a major trade show presence at the drywall industry’s annual show. Design Coup updated Ames’ existing booth with new graphics, new “Bazooka” messaging and a dynamic big screen video loop. The video is also used extensively for store POP and customer presentations.
5: Advertising
Design Coup developed a “lifestyle” approach to Ames’ advertising that showed real professionals in the field who rely on Ames tools for their living.
6: Sales Sheets
These product sheets are a primary marketing tool for the company. Each sheet has a specific objective. The sheets also highlight the new Bazooka brand identity developed by Design Coup.
7: Circulars
For years, Ames mailed expensive 12-page, 4-color quarterly sales circulars to its customers. Design Coup designed a new streamlined circular: a pocket-sized, 2-color piece that was equally effective while delivering substantial savings. An electronic emailed version has also been developed for additional cost savings.
THE CHALLENGE
For over 70 years, Ames Taping Tool Systems pioneered drywall taping systems for the construction industry, but it now faced a challenge. Over the last several years, competitors have emerged with cheaper, generic versions of its signature automatic taping tool -- a tool colloquially known by the trade as a “bazooka.”
What's more, the downturn in commercial construction placed additional pressure on drywall contractors to consider a lower-cost knock-off taping tool.
OUR STRATEGY
Design Coup was brought in to rethink the Ames brand. We discovered that Ames owned the trademark to “Bazooka,” the industry term for an automated taper. Ames calling its tool a taper was akin to Kimberly Clark calling its product “tissue” instead of Kleenex. Additionally, Ames used two brands: Ames for its rental tool and Tape Tech for its purchased tool.
Design Coup convinced Ames management to unify the brand around Bazooka. We wanted to create “pride of ownership” among drywall pros to own "the real Bazooka." Design Coup created a new brand identity , a marketing campaign around "Own the Best; Rent the Best," a trade show brand launch and a series of videos.
THE RESULTS
Bazooka as the Ames core brand was successfully introduced at the annual industry trade show. Company management was so impressed with its reception that the Bazooka brand was rolled out into other product lines, including the industry's first Continuous Flow taper. A hand-tool conversion campaign motivated traditional drywallers to move up to an automated Bazooka taper.