With a 360° approach, the irreverent campaigns seek to give visibility to a direct consumer, with the intention that the brand is recognized not only by construction specialists and the industry in general, but also by all families in the world and thereby reinforcing the idea that USG is a disruptive brand and leader in the construction and housing sector.
USG (United States Gypsum) is a pioneering global company in the manufacture of lightweight and dry construction systems. It began operations in Chicago, Illinois, in 1902 and has been in Mexico for 53 years. It is the company that created the TABLAROCA® brand gypsum boards that have revolutionized the construction industry globally for a century. Consistent with the philosophy of introducing innovative and high-quality products and systems, USG has also positioned high-performance construction solutions for interior walls, facades, ceilings, floor levelers, and ceilings with the latest technology and cutting-edge design, serving the sectors residential, corporate, tourism, health, commercial and entertainment. In Mexico, USG has 5 plants located in Puebla, Monterrey, San Luis Potosí, Colima and Saltillo, as well as 1,500 points of sale throughout the country.
“TABLAROCA®, TABLAROCA®, is only from USG”, thus the brand breaks paradigms
USG, the world’s leading manufacturer of lightweight building systemspresented to business partners, distributors, clients and collaborators, the new era of its product portfolio, with which the protection and power of its brands, innovation, legacy and great advantages of its solutions, will coexist in a disruptive way facing a consumer who seeks to improve their quality of life through exceptional spaces.
Breaking all the paradigms, USG begins a new era in the communication of flagship brands such as TABLAROCA®, which for a century has revolutionized the construction industry thanks to its advantages and high performance.
Demystifying the idea of lightweight construction systems, the evolution of the DUROCK® market-leading cement board was also presented, which with tangible improvements and the excellent performance that characterizes it, will be launched on the market as DUROCK FORTE®, the cement made board.
In an exclusive interview for Merca2.0, Fernando Fernández, General Director of USG Latam, He spoke about the brand’s identity, for which he commented that, beyond the infinite solutions offered, the most important thing is to improve people’s quality of life.
“Ultimately, we can improve people’s quality of life through exceptional spaces. We do everything always thinking about helping people personalize and live their spaces in a better way”, she points out. But he also adds that, from the point of view of the products, “what we seek is to evolve and improve construction. If we want to improve the spaces, what we need is better systems that allow various approaches such as the economic one, we seek to be more efficient”.
On the other hand, Luis González, Commercial and Marketing Director, pointed out to the readers about the impact of sales and how the campaign will forever change the way in which TABLAROCA® and USG will be understood by the final consumer:
“TABLAROCA® is a USG brand. Many times they think it is a product, but it is both. We are the inventors. 50 years ago nobody knew about it, today it is the most important asset that is our brand. Many did not know, but ‘TABLAROCA®, TABLAROCA®, is only from USG’”
“We were born disruptive, and we started as a disruptive company. We want to tie with a segment to which we had never spoken: the final consumer. Normally we spoke to our distributors, to the architects, to the developers, but today we also want to speak to the end user, who sees us as TABLAROCA®, only”.
“We have a very aggressive plan to grow the use of the system. In the housing segment, the traditional system is the most used. On the commercial issue, in these 53 years, we have all lived with TABLAROCA® without realizing it. It is everywhere. Today we want to bring those benefits home. So a powerful campaign that impacts and shows the benefits of having a space with the system is necessary. We are going to invest a lot in it, as we have never done. The campaign is at that level.”
The marketing leader also pointed out that the way in which they communicate with the end user is through direct identification, printed on the product, being available in virtual stores and in retail.
“That was the first idea for the user to get to know the brand. now going to do matches With the campaign, and by reading the product’s slogan, they will know that they are buying quality and innovation, that they are buying a product that will meet all the characteristics that we sell them.”
“Finally, considering the sustainability part, all consumers want environmentally friendly products. We were already born sustainable from the time we were born”.
Thus, during the event, USG leaders shared the irreverent, disruptive and aggressive advertising campaigns with which they will be able to reach the end customer and give them the satisfaction of living in the ideal space.
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