The insight: GE Plastics doesn’t just supply resins; it supplies competitive edge. The action: Our rebrand bypassed the usual suspects and went upstream in the decision-making process, targeting C-suiters and industrial designers. The result: Before, only 3 percent of U.S. business managers could cite GE as a plastics producer. After, GE’s brand recognition soared to number-one, and ranked as having the best overall positive impression. The 360-degree campaign featured a slew of wildly successful products (made with resins from GE Plastics) including this then-disruptive trio.
Teammates | John Pattison • Judy Rudolph Begehr • Brendan Ross • TBR2