Accoya is softwood turned into ‘superwood’. Using a highly technical and proprietary acetylation process, radiata pine, a softwood, is given all of the properties of a hardwood – and a lot more.
Mr B & Friends created the strategy and identity to reposition the brand in the face of stiff competition from inferior products who were stealing a march on many of the territories where Accoya excelled.
This was truly an excellent opportunity to harness the power of a fantastic product, to propel it
into a defined leadership position and redefine the category in terms of positioning, claims, communication and market support.
Not only did Mr B & Friends define the strategy and identity, we built a category leading website with functionality to help support the B2B sales ecosystem the business relies upon to sell the product all over the world. We also created marketing collateral to support key audiences in manufacturers, distributors and architects all over the world with the tools they needed to represent the brand and strategy consistently to their customers for years to come.
The product launched globally in July 2020 and immediately the response from every audience has been resoundingly positive. Accsys are delighted with the strategy and the creative as they know this marks a defining moment in the forthcoming success of their business as they take the product into new markets.