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Tuesday, 14 June 2011 10:33

Procell Decking Systems

Written by  Nik Brown
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Consumer confidence in the synthetic decking industry was damaged due to companies failing to deliver on their product claims. Procell approached Keathley to develop a way to overcome these perceptions and illustrate the distinctive advantages of their deck boards, which did live up to the brand’s promises.

Enter the Procell Challenge. We developed a test kit for Procell dealers that would be used for tradeshow demonstrations and meetings with prospective customers. The kit contained a sample of Procell and competitor boards, along with the other “real life” materials necessary to perform the series of tests, which proved that Procell was the real deal:

  • Stain test with ketchup, BBQ sauce or cooking oil
  • Scratch test with a key
  • Workability test with a screw

Results: Following integration, hundreds of vendors signed with Procell, leading to record sales figures exceeding $100 million within a few short years. The company was so appealing to consumers and industry players that the brand was purchased by leading building products manufacturer, AZEK.

Last modified on Thursday, 16 June 2011 07:07