This is concept work for a a retail launch program for DAP Barrier Foam. The launch platforms and campaigns were designed to create a simple, yet memorable, connection between the new DAP Barrier Foam product and the professional contractor. Our goal was to change their buying routine and make the new DAP Barrier Foam the standard in spray foams.
The Challenge
DAP Foam faced the challenge of launching its Barrier Foam product into a highly competitive market, where differentiation and compelling brand narratives were critical. Contractors and DIY enthusiasts required assurance that the product could withstand environmental elements, provide reliability, and streamline their work processes. Moreover, creating a memorable brand image that resonated with both professional and DIY segments posed an additional hurdle.
The Solution
The creative strategies focused on two core platforms: “Shield of Protection” and “Barrier Foam Hero.” The “Shield of Protection” platform emphasized strength, reliability, and performance, using the metaphor of a shield to symbolize comprehensive protection from natural elements and external threats. This iconic visual also positioned the product as a reliable, professional-grade solution. The “Barrier Foam Hero” platform elevated contractors and users as heroes, acknowledging their contributions and aligning them with the product’s robust capabilities. Drawing inspiration from pop culture archetypes, these strategies sought to create an emotional connection while ensuring functionality remained a central theme.
SHIELD OF PROTECTION
At DAP, we believe in developing products that help professionals save time and money, without sacrificing quality and performance. We empower homeowners with the tools they need to seal every gap, crack, and crevice that can leave their homes exposed to the elements. DAP Barrier Foam. The Shield of Protection.
THE BARRIER FOAM HERO
Heroes are admired and idealized for courage, recognized for outstanding achievements, and remembered for noble qualities. As we look at the professional contractors building houses, schools, hospitals, and office environments, they are doing heroic work to protect us from the elements. And when a product like DAP Barrier Foam comes along to help them do their job even better, that’s an achievement we can all celebrate. DAP Barrier Foam. Hero to the Heroes.
