When Argos Cement expanded from the Colombian market to the Dominican Republic, a clever and unusual marketing strategy was explored. TBWA Colombia set out to appeal on a more personal level to the construction workers who are the target consumers of the product.
Typically, a building materials manufacturer would strive to establish and maintain a strong brand identity of quality and reliability that would be attractive in a very direct way to construction companies. Here, however, the cement packaging was designed with the individual user's interests in mind, and this demographic was largely determined to have a love for the sport of baseball.
As such, builders, contractors and construction workers began collecting the bags of cement like baseball cards, with each having its own particular art. The success was so great that the packaging strategy for Argos cement was employed again the following season.
Baseball-Branded Concrete
Argos Cement Appeals to the Personal Interests of Construction Workers
Trend Themes
1. Personalized Packaging - Companies across industries could innovate by creating personalized product packaging that appeals to specific target audiences.
2. Collectible Promotions - Promotional campaigns that include collectible items could increase brand loyalty and engage consumers beyond the initial product purchase.
3. Leveraging Hobbies - Identifying and leveraging the hobbies and interests of target consumers could create unique marketing opportunities for various industries.
Industry Implications
1. Construction - Companies in the construction industry could explore personalized packaging options as a way to attract and retain customers.
2. Consumer Goods - Consumer goods companies could use collectible promotions to generate brand loyalty and engage customers with their products.
3. Sports - The sports industry could collaborate with companies to create unique and collectible merchandise that appeals to fans of their respective sport.