New South Construction Supply
The challenge here was to create a brand that construction supply purchasers of all levels can identify with and trust in a space that has no identifying traits. New South wanted a new identity which distinguished them from the competition and reflected their "good ol' boy" personality and reputation.
New South's sales reps considered their customers their buddies, so to reinforce that, Brains on Fire created an iconic “buddy” with the strength, intelligence and confidence of New South’s owner and employees – Kandu the Bear.
Kandu was adopted in a big way. Employees and customers alike requested swag and plastered their trucks with New South's name and Kandu's face.
And, while business has been down about 22% in the category, New South is up 6% and climbing.
Client: New South Construction Supply
Agency: Brains on Fire
Creative Director: Greg Cordell
Art Director: Justin Gammon
Copywriter: Jennifer Goff
Team Building Poster
Root Bear: Private Label Merchandising