We’ve worked with DAP on multiple projects for almost a decade, helping them elevate their brand, drive sales and product interest through digital marketing campaigns, and working with their HR team to highlight the hard work of their people and opportunities to join their team.
During an early meeting with the client to talk about a completely different project, their CEO threw us a curveball. He liked what he was hearing about our agency, and wanted to give us a challenge – on the spot – to see how we would think about and approach another area they were struggling with. Their tagline at the time, “You’ll find us in all the right places” just didn’t evoke the strength and longevity needed to appeal to both their DIY and the pro customer populations.
He gave us 30 minutes, left the room, having said that when he came back he wanted to hear our thoughts on what their new corporate tagline should be, and why it would fit with their overall mission and positioning. No pressure, right?
In that first meeting, we quickly identified a possible tagline and explained how it could work across multiple customer profiles, employee groups, and international markets based on DAP’s growth aspirations. That initial tagline, “Building What Matters”, didn’t make it to the final round of options, but we’re proud that it was adopted as the tagline and rallying cry for DAP’s community projects around the country, and made it onto the t-shirts they were out in the community.
After demonstrating our thought process and abilities in that short meeting, we were eventually hired for the full project, with more than just 30 minutes to create, vet, and deliver a final recommendation. After about 4 weeks, we had our final recommendation, which was approved and rolled out by the client. “On the Job Since 1865” rang true with DIYers and the pro users, and is now DAP’s official corporate tagline in use around the world.
Shortly after taking on the brand challenge, DAP also hired us to create a dynamic sales video, the first of its kind, to unveil at their upcoming national sales meeting. It need to appeal to the DIYer, the hobbyist, and the home improvement pro, and create an emotional response that would generate pride in the DAP brand for those that work there. The catch? We had 3 weeks to come up the script, location, talent, and finish all post-production to deliver a polished video they could unveil to thousands of employees.
With such a short window before the brand video was to launch, we knew there was no time to waste. We knew DAP’s brand, had a vision for what we wanted to deliver, and needed to quickly assemble a team to execute this project. With help from Baltimore’s best including production scouts, writers, a casting agency, and the video, light and sound team from Mozell Films, we created a brand video that is to date one of our favorite projects we’ve ever worked on at the agency and with DAP.
We delivered a corporate tagline that communicates strength, performance and longevity to both a DIY and pro customer, and that DAP quickly adopted and started using in the marketplace. The DAP brand video was received to strong applause at their national sales meeting, and was later adapted to run as a 60-second brand tv spot nationwide. In the time since we have worked with DAP on many projects, including media buying, ad creation, and a wide variety of videos in support of their national sales meetings.