Sheetrock – Down with Dust

Category: Agriculture, Industrial, & Building
Brand: Sheetrock
Client: USG Corporation
Primary Agency: HSR Business to Business


Working its way back from Chapter 11 bankruptcy, building-materials-giant USG needed a big hit - a category-busting product that could capture the attention of its customers, its many channel markets and the industry press.

USG had such a product. The company simply didn't know it had it. USG had introduced its dust control joint compound late in 2005 with only a poster in selected big-box retailers on the East Coast, recording nominal sales. The problem wasn't just that the introduction was soft. The problem was also that contractors weren't interested.