Fram
Strengthening a Category Leader Through Bold Simplicity
Package Design, Merchandising
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 It’s outdated packaging emphasized brand identity but failed to highlight key product benefits.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.
As competition intensified across air and oil filter categories, Fram needed to strengthen its shelf presence to maintain leadership and drive growth in high-performance segments.
LW reinforced Fram’s competitive position by amplifying its iconic orange—creating a brighter, more impactful visual presence that stood out decisively at shelf.
LW reinforced Fram’s competitive position by amplifying its iconic orange—creating a brighter, more impactful visual presence that stood out decisively at shelf.
Trilingual packaging was strengthened to expand accessibility across a broader consumer base, while clear messaging encouraged more frequent filter replacement—supporting increased category engagement and sales.
