READY SEAL

The Challenge

Ready Seal has manufactured wood stain and sealer for about 20 years, with growth starting in the Dallas-Fort Worth area and slowly expanding to other parts of the country. Their primary sales model was through distributors to construction contractors. But they were also developing traction with retailers selling to do-it-yourself customers.

When they contacted us, Ready Seal wanted to create an advertising campaign to launch national awareness. They also wanted to balance their message between two distinct audiences, speaking to their growing homeowner market without alienating their established customer base of contractors.

The Solution

We worked with Ready Seal to better understand their company and the industry in general. Armed with that context, we developed an ad campaign centered around Dennis and Darryl. As you’ll see below, Dennis is the savvy, experienced contractor sharing his wisdom and insights with the newbie Darryl.

Through this structure, we spoke light-heartedly to both the contractor (who should already know the benefits of Ready Seal) and the homeowner who is looking for a trustworthy solution. Given the dramatic sales success of the 2019-2020 nationwide marketing campaign, we are now producing four more ad spots for Ready Seal.