Henry

Clarity That Drives Market Share and Expands Distribution

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 It’s outdated packaging emphasized brand identity but failed to highlight key product benefits.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.

Challenge

Despite dominating shelf space at The Home Depot, Henry’s unicolor “sea of blue” packaging and unclear messaging made it difficult for shoppers to differentiate products—creating confusion and slowing decision-making.

Solution

LW introduced a clear brand architecture that organized the product line into distinct, easy-to-navigate families—bringing structure and clarity to the shopping experience.

Packaging and in-line merchandising were redesigned with application-based illustrations and a strategic color system to help shoppers quickly identify the right product and build confidence at shelf.

To drive growth in key regions, LW also developed a high-impact end cap for energy-saving white roof coatings in Sunbelt markets—using bold panoramic imagery, educational messaging, and product sampling to capture attention and convert interest into purchase.