In 2002 UniBond were the biggest brand in sealants, with a 40% market share. A major insight revealed consumers were shopping with a specific task in mind but struggling to select the most suitable sealant for the job. A restructured range of task specific sealants made the benefits of premium silicone products more apparent. Impactful TV advertising was critical in establishing UniBond as the market leader with the credibility to deliver superior performance over the competitors. Unibond used one of TV’s great strengths, its ability to add value to brands. Consequently, consumers were persuaded to trade up from all-purpose to premium silicone sealants raising average price by £1.19 and increasing UniBond’s premium over competitors by 41% in less than two years. During a time when volume growth was only 1%, this generated value growth of 21.4%.

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