SRC Picks Up Dow’s Great Stuff

Sawyer Riley Compton has won the advertising and public relations business of Dow Chemical Co.’s Great Stuff line of products.

The Atlanta creative shop outperformed The Richards Group in Dallas for the $5 million account.

“We chose someone who could be a partner in strategy and not just a tactical resource,” said Jeff Fancher, Great Stuff’s brand manager.

Fancher said marketing goals for the inexpensive foam sealant included an expansion from home centers to supermarkets and possibly art and craft suppliers.

“We know there’s an audience that hasn’t been influenced as a decision maker,” he said. “We’d like to hit the female demographic.”

Great Stuff, traditionally targeted at professionals and do-it-yourselfers, is used to insulate and air seal cracks and holes around window and door frames, electrical outlets and foundations. It is manufactured in Marietta, Ga.

The 23-year old product was bought by Midland, Mich.-based Dow Chemical last year. Recent marketing work has been handled by the client internally.

SRC’s initial assignment involves print and radio work, followed by a consumer-targeted television, interactive, collateral and public relations campaign scheduled to launch in September.

“The most effective branding is where you take strategic planning and combine it with creative executions,” said SRC senior vice president and creative director Bart Cleveland. “Things that take from the brand and become a story; something the customer can be a part of emotionally.”