Mono Foam

P Sagar, P Breithaupt and Denise Marshall

Advertising for Tremco Mono Foam, an aerosol insulating foam. Launched 1988, but position static as number 3: brand appeared as a mere line extension.
Agency: Kelley Advertising IncAuthors: P Sagar, P Breithaupt and Denise Marshall

Mono Foam

EXECUTIVE SUMMARY

As this case illustrates, consumer advertising can cause a dramatic increase in sales volume, market share and operating income even for utilitarian, do-it-yourself (DIY) products such as Mono Foam, an expanding insulating foam in an aerosol can. Since the product's launch in 1988, all marketing mix elements have remained constant, except for TV advertising which was used initially in 1991, in one regional test market, followed by a national roll-out in 1992, 1993 and 1994.

By the end of 1994, operating...

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