Branding and launching TYDE whilst retaining its brand equity with existing customers.
Challenge
Thomas-Dudley manufacture over 6,000 plumbing part trusted both in the UK and overseas. The client wanted to create and launch a new division to its customer base, by consolidating three existing brands sold by TD – Dudley, Epson and Beta. Our challenge was to retain the existing customer brand loyalty around the three product brands – whist also creating a new value proposition that new and existing customers could believe in.
Approach
Working as a close, collaborative team, SURE! and Thomas Dudley ideated and shaped the brand’s strategic positioning. This led to a highly successful launch of the new TYDE division through a fresh brand identity and supporting assets. The new campaign and brand really resonated with both new and existing customers strengthening their strategic position in the market.