Challenge

For over 70 years, Ames Taping Tool Systems has pioneered drywall taping systems for the construction industry, but now faced a challenge. Over the last several years, competitors have emerged with cheaper, generic versions of its signature automatic taping tool, colloquially known by the trade as a “bazooka.”

STRATEGY

Ames owned the trademark to “Bazooka,” but was not actively using it. This was akin to Kimberly Clark calling its product “tissue” instead of Kleenex. Design Coup convinced Ames management to rebuild the entire corporate brand around Bazooka. We also wanted to create “pride of ownership” among drywall pros to own the top quality tool in their industry.

Results

Bazooka as the Ames core brand was introduced at the annual industry trade show. Company management was so impressed with its reception that the Bazooka brand has subsequently been rolled out into other product lines. Additionally, drywall professionals who still use hand tools are being successfully converted to automatic taping through a targeted “hand tool conversion” campaign.

SOLUTION PORTFOLIO

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.

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.

 

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.

 

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.

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.

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.

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.