Addressing the elephant in the room

A leader in roofing solutions, Sika had long promoted the safety benefits of ‘cold applied’ systems over ‘hot works’ options (which are applied with a flaming torch). However, when the hot works market saw significant growth, Sika felt the time was right to launch SikaBit – a torch-on felt product designed with safety in mind.

Aware that this was somewhat of a U-turn, we tackled this head on, with a bold, humorous (and ultimately successful) campaign that allowed Sika to control the conversation around their change of direction and emphasised how SikaBit aligned with, rather than contradicted, their focus on safety.