DAP is a Baltimore-based company that is known world-wide for selling caulks and sealants for the home construction and home improvement industries, primarily through retailers like Lowes and Home Depot. In recent years, DAP has expanded its business to include adhesives with the launch of its RapidFuse All-Purpose quick-drying glue.
The DAP team reached out to Ainsley & Co. because they wanted the speed, service and hustle of a small agency, with the capabilities and expertise of a full-service agency. They had several immediate challenges — including creation of a new corporate tagline that would reflect the growth of the organization (both in size and product offerings) while conveying strength to the core audiences of homeowners, DIYers and professionals. DAP also needed a strong, one- to two-minute brand video to release at its annual sales meeting, then launch with a nationwide HGTV campaign.
How We Delivered
Using DAP customer research and product data, combined with competitive analysis and a discussion on the future growth and direction of the company, we delivered a list of more than 15 different corporate taglines. We delivered our top three recommendations alongside a creative summary that outlined how each accomplished the goals set forth in our initial creative brief. For the brand video, our in-house videographers and directors pulled together a team of more than 15 local professionals, including writers, location scouts, and talent coordinators for production and post-production. The whole operation ran like a well-caffeinated machine.
For the tagline, DAP actually used two of our final deliverables: one as its corporate tagline that you can see at the conclusion of our brand film, and the other as the theme for its employee-driven community project that included building a playground in a Baltimore City neighborhood. The brand video was delivered on time, on budget, and was a huge success both at the sales event and as part of the national HGTV campaign.