Effies
Australia
It’s Selleys and it’s Work that Really, Really Works
Agency
Howatson+Company
Client
Selleys
Awards
Silver
Insight & Strategic Thinking - Campaigns $1-5 million
Finalist
Other Consumer Goods
Case Study
Summary
This paper is about the revival of Selleys - a stagnating legacy brand that required more than a campaign; it needed a reset. Growth lagged, equity was eroding, and tradies, who drive 88% of value, didn’t respect it. We rebuilt the brand’s organising idea, “If it’s Selleys, it works” around proof, prioritised its toughest products and earned tradie trust through bold demonstrations, including a live torture test. Proving the power of getting your hands dirty and under the hood of your problem.
Case study
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Credits
| Endi Asmira | Global Marketing Director | Selleys |
| Livia Mckenzie | Head of Portfolio, Brands & Advertising | Selleys |
| Antoinette Tyrrell | Marketing Director | DuluxGroup |
| Georgia Pritchard | Executive Strategy Director | Howatson+Company |
| Chris Howatson | Chief Executive Officer + Founder | Howatson+Company |
| Renee Hyde | Group Managing Director | Howatson+Company |
| Gavin Chimes | Chief Creative Officer | Howatson+Company |
| Dan Smith | Senior Creative | Howatson+Company |
| Ernie Ciaschetti | Senior Creative | Howatson+Company |