Great Stuff
From Legacy Brand to Performance-Driven Choice
Brand Strategy, Brand Identity, Package Design, POP Structure & Graphics
Challenge
Great Stuff, the leading brand in polyurethane sealants, faced aggressive competition in the DIY market. It’s outdated packaging emphasized brand identity but failed to highlight key product benefits.
Solution
LW created a communication strategy to establish that Great Stuff is the top choice for superior project performance. Clearly differentiated eight project-specific formulations, making it easier for DIYers to find the right product. The logo was rotated for stronger brand recognition and to maximize space. The packaging highlighted the new “No Drip Tip,” addressing a key consumer concern. Eye-catching display structures and graphics were designed to create a strong impact at the point of sale.
Great Stuff, the category leader in polyurethane sealants, faced increasing competition in a crowded foam sealant market. While the brand had strong recognition, its packaging failed to clearly communicate performance and key benefits—making product selection difficult. The lack of clear separation between consumer and professional offerings also limited the brand’s ability to compete in the pro market.
LW developed a communication strategy to reposition Great Stuff as the go-to brand for superior project performance. The product line was restructured into clearly differentiated, project-specific formulations, simplifying selection and improving the shopping experience.
The brand identity was refined by rotating the logo to enhance visibility and maximize label space, while bold packaging and POP displays strengthened shelf impact. A distinct Pro Series identity was introduced to clearly separate professional offerings from the consumer line.
LW also supported new product launches—including the “No Drip Tip” and Wide Spray technology—through packaging and high-impact merchandising designed to showcase the full system and drive purchase.
