Gurit-Essex was a Swiss-owned chemicals business whose scientists had developed radical new adhesives for the car industry.
They briefed Steve Yelland and his brand development team to spread the news in a way that would also change perceptions of their brand and products among a very specialised group of people – European car designers and builders.
The team created a roadshow that would visit all of Europe’s car factories and play to this tightly targeted audience. Its message was precise: Gurit-Essex has developed advanced new adhesives that will improve the safety, lightness, efficiency and build-cost of your cars. The show’s title was even simpler – New Thinking.
This line became the new brand strapline and, as planned, helped to transform attitudes towards the Gurit-Essex brand and its products.
Soon afterwards, the American giant Dow Chemicals made an offer to buy the automotive side of the business and, according to the General Manager of Gurit-Essex at the time, the roadshow and strapline (that Dow were very aware of) meant that millions more could be added to the purchase price!