How does a company from Australiaintroduce a product into a mature North American market and not only survive, but become the category leader? During the years I worked on James Hardie Siding, the answer was to concentrate messages on the sanctuary nature of a house to women who make the other emotional decisions about their home.
The result? James Hardie is now the most used, most preferred brand of siding in North America. James Hardie’s siding business has grown at an average of 40% per year, holding over 90%of the U.S. hardboard siding market. It has expanded from two U.S. manufacturing facilities to eight, all operating at maximum capacity. And a survey by Builder Magazine listed James Hardie as the third most recognized brand of all building products, in company with brands like Pella and Moen.
In this version of the campaign we ask a simple question of the target: What kind of sanctuary would your home be without James Hardie Siding?