CHALLENGE

For decades, ranchers had used large-gauge (traditional) barbed wire. Bekaert had to communicate to consumers and distributors that its new thinner product offered a significant increase in tensile strength and durability.

ACTION

Persuade longtime consumers that the new wire is superior to the old wire despite its appearance. The positioning line was: The superior engineered wire, freeing you from time, worry and concerns surrounding fencing and repair. We utilized a no-B.S. print campaign to persuade longtime consumers that the new wire is superior to the old wire despite its appearance.

RESULT

Exceeded all sales projections, and ranchers began requesting our posters.