How to launch a sustainable range and support change without causing disruption?
Presenting a range transition to professionals, providing reassurance on quality and showcasing new commitments
Launching the new sustainable range enaé
In response to the construction industry's growing expectations around sustainability, Weber Saint-Gobain took the initiative to evolve its eco range into enaé, a new family of products that is more environmentally friendly.
The challenge of this launch was to reassure the various target audiences – tradespeople, specifiers, builders' merchants – that this transition sacrificed none of the brand's renowned product quality, while presenting the new sustainability benefits to them in a concrete, quantified way.
1. Identity and graphic system
We designed a simple visual, based on a “What doesn't change / What changes” dichotomy, so that every professional could understand at a glance the changes made to the range and the concrete proof points (reduced carbon footprint, use of recycled materials, etc.).
This system highlights the continuity of performance while detailing, in quantified terms, the improved sustainability credentials of each product.
2. Targeted communication for the Webercol Flex product
Webercol Flex, one of the brand's best-sellers, is strategically important for Weber Saint-Gobain. To meet builders' merchants' expectations without unsettling their tradespeople customers, we developed dedicated communications, built around sales support tools, to explain the new features of enaé clearly and transparently while answering the key questions.
The objective: helping builders' merchants explain the transition.
3. Roll-out plan
We developed a multichannel communication strategy, with materials tailored to internal and external sales audiences. The whole set-up is designed to ensure rapid adoption of the new range by every player in the market.
The action plan is notably supported by a point-of-sale programme (posters, totems, shelf stoppers, memo pads and more)
RESULTS
Why is this project unique?
With this clear, impactful transition campaign, we aim to embed the enaé range smoothly into the habits of tradespeople and distributors, while raising the visibility of Weber Saint-Gobain's commitments to more sustainable construction.
The launch of the enaé range shows how well-designed communication can support change without disrupting habits. By providing reassurance on continuity while showcasing responsible innovation, we succeeded in turning this transition into an opportunity to strengthen the brand's image with its customers and partners.
Would you like to find out more about how we can support your transition and sustainability projects?
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