Concrete Products

MAR 2016

Concrete Products covers the issues that attract producers of ready mixed and manufactured concrete focusing on equipment and material technology, market development and management topics.

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26 • March 2016 Known internationally as the original ready- mix bagged concrete product for 80 years, Sakrete of North America is recognizing its position as professionals' choice and the decision do-it-yourself concrete practitioners can depend on, by updating its identity. Celebrating an 80th anniversary in 2016, Sakrete recognizes its role as a category cre- ator, while continuing to grow and evolve as an industry innovator. The company is bringing its renewed commitment to cus- tomers to life through a new brand position- ing, logo, packaging, website and marketing collateral such as point-of-purchase displays and signage. "As people's attachment to their home becomes more refined, more consumers seek out Sakrete to secure a post or patch a walk, and as outdoor living spaces grow in popu- larity, so too does the need for innovative concrete products with diverse capabilities," says Eric Peterson, senior vice president of Oldcastle Architectural and its Sakrete brand. "Concrete mix is no longer just an anchor you can put in a hole; it can be a lot more. It can be used to create inspirational additions to [a] home, inside and out. Our refreshed brand positioning and updated look shows our evo- lution, yet retains the heritage that keeps us connected to those who have trusted Sakrete for decades." Sakrete is one of the most recognized and established brands in concrete. Its icon- ic yellow and black diamond logo—updated to feature slimmer yellow typeface and a now-horizontal yellow diamond centered over a black outline—is beginning to appear at commercial and residential worksites around the country. The visual brand refresh is the first significant change the logo has undergone in the company's 80 years. Accelerating a storied past into a prom- ising future, Oldcastle Architectural officials note, the evolution represents the brand's continued pursuit of innovating products and services customers have embraced for nearly a century. The visual change also reflects Sakrete's differentiation and the introduction of a new generation of skilled craftsmen and DIYers, taking the trowel handed down to them and developing new projects of their own. "People are looking for new projects and finding cool uses for ready-mix concrete, in addition to the traditional core uses," notes Peterson. "It's an inexpensive, dependable and easy-to-use product, and technology and innovation driven by concrete artisans in response to homeowners' search for some- thing different are leading us to new places and developing new ideas that are continu- ally evolving." NEWS SCOPE DRY MIX Sakrete kicks off milestone year at World of Concrete A comprehensive re-branding initiative for Amerimix, Oldcastle Architectural's pre-blended mortar, grout and stucco offer- ing, includes new messaging and a new logo to be incorporated throughout all commu- nication elements. The initiative is part of a sustained commitment towards helping masons and plasterers "build better" with the company's product line. Amerimix provides a full line of pre- blended mortar, core fill grouts and stuccos, as well as specialty cements. Products are engineered and factory blended to precise specifications that meet ASTM standards and take the guesswork out of field mixing. Featuring a bold red color palette, the new logo—designed around a diamond trow- el pattern and hints of the company's silo delivery system—offers Amerimix an easily identifiable mark as the company continues expanding availability across the United States to both new and existing customers. New easier-to-read packaging, with bolder color queues, will aid in the correct applica- tion of Amerimix products at the jobsite and provide easier product identification. According Amerimix Senior Vice Presi- dent Eric Peterson, the re-branding is more than just a logo, it's the culmination of an intensive evaluation of the company and how it delivers on the value proposition to its key constituents. "From day one, the goal was to create a clear message, both with visuals and our wording, so custom- ers and stakeholders within our organi- zation understood not only our product lines, but also what we stand for in terms of delivering service and quality on a con- sistent basis," he explains. "We understand there's a trust factor when selecting a brand; reputations depend on our product perform- ing on the jobsite. Strong brands create loy- alty because our users trust them. When we earn a customer's trust, their advocacy for our brand, in the form of recommendations and repeat purchases, is invaluable. This new look gives us a solid foundation to build on." Timed with World of Concrete last month in Las Vegas, the logo and packaging pre- mier capped a six-month project between Amerimix and an external vendor that included field research with masons and plasterers who use Amerimix products, along with users to understand how they viewed the brand and why they may use alternative products. The team also worked with its sales staff to validate customer findings and further round out the brand's perception in the marketplace. "The interviews were revealing and became invaluable as we laid out the road map for Amerimix for the future," Peterson affirms. "While this brand unveiling is just the first step, it plays a vital role for when we expand product lines, provide new deliv- ery systems and introduce innovations that meet the needs of installers and specifiers alike." NEW GROUT, MORTAR, STUCCO MIX PACKAGING: FITTING, FUNCTIONAL

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