CRL Stone had an urgent requirement to launch two new, own-brand product lines to replace existing licensed products. One product line is a range of quartz worktops and the other, an innovative ceramic surface range.
The solution was to create two elegant brands: Ceralsio Ceramic Surfaces and CRL Quartz. With limited time to create and launch these two brands, a clear strategy was needed from the outset. It was essential that the new ranges of surfaces successfully penetrated a highly competitive market. There were existing contracts and sales channels already in place, so we needed to create branding and marketing materials to exploit these.
Our existing knowledge of the market proved to be very useful and enabled us to make more informed and effective decisions. Within a very short timescale, we had created two unique and distinct brands. We quickly followed up with websites, sales literature and print and digital advertising for both brands. We also put together a marketing strategy to ensure that the brands remain visible across digital and traditional channels.
“We have been working with Jask for many years. The team is friendly, highly responsive, hands-on and creative. They have a very good understanding of our business and requirements to develop successful campaigns.”
Simon Boocock, Managing Director C.R. Laurence of Europe Ltd
CRL have reported strong initial sales following the launch of these two brands. Their overall market share is continuing to increase, and the marketing efforts have helped to strengthen their position in the quartz and ceramic markets.