Challenge:

The Rockwool Group is the world’s largest maker of stone wool insulation. Its products are geared for the future, offering consumers thermal comfort, energy savings, fire safety and noise absorbing benefits.
The Group recently concluded their acquisition of CSR Ltd’s Asian unit. CSR is Australia’s second largest stone wool producer. This created the new entity of Rockwool Asia, now the largest stone wool producer in Asia. With a brand name, legal entity and company names thrown into the mix, management needed to clarify the Rockwool architecture to partners and customers, and very quickly integrate them into the new Rockwool Asia.

Strategy:

Brand360° was selected to manage part of the Asia-wide launch of the new Rockwool Asia brand. We worked quickly to develop a corporate branding launch strategy, to ensure that the Roxul brand was strengthened and increase customer confidence that the acquisition strengthened the Rockwool Group’s presence in Asia.

Impact:

The highlight was the brand launch event, which enabled partners and suppliers to see the strength in the unity of the two companies. The ‘Rock The Globe’ theme was showcased with a specially choreographed rock ‘n roll dance repertoire, which appealed to both employees and suppliers. The brand was also internally launched employees.