A sound proposition for
merchants and the trade


Global brand ROCKWOOL are a leading manufacturer of sustainable stone wool insulation systems to the construction industry.

Alongside the new merchant and trade packaging and identity platform, B&W developed a trade advertising campaign to communicate a range rationalisation alongside the unique benefits of stone wool insulation.

The campaign featured two approaches, the first talked to the merchant and focused on the new support available from ROCKWOOL, whilst the second talked directly to the trades, creating awareness and demand pull-through by focusing on the enhanced acoustic and thermal properties of the product, that would ultimately add value to their projects.

The bold execution led with two main product categories - acoustic and thermal – which were represented by the product icons made from the product itself, thus achieving maximum impact and recognition, both in print and online.

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