How we launched drywall that works harder on the job.
CGC Sheetrock® UltraLight PRO
- 12.7MillionTargeted Impressions
- 1.1MillionEngagements & Clicks
- 761ThousandVideo Views
Background
CGC Inc., the creators of the original Sheetrock® drywall panel, is a leading drywall manufacturer trusted by Pros across Canada. With Sheetrock® UltraLight Panels already a staple, Sheetrock® UltraLight PRO took it further, giving contractors a lighter and tougher board that’s still easy to handle and built for real job site demands.
Services
- Creative Concept Development
- Integrated Campaign Execution
- Full-Funnel Paid Media
Challenge
Launch Sheetrock® UltraLight PRO at The Home Depot and motivate contractors to add it to their go-to lineup — strengthening loyalty and driving sales across the category.
Human Insight
Pros carry a lot — on their backs and their reputations. They need materials that hold up to job site demands without slowing them down or letting them down.
Lightweight drywall for heavy work
To stand out in The Home Depot, we couldn’t just talk strength — we had to show it. So we shot real contractors on real jobsites and paired them with some heavy hitters: elephants, strongmen, the works. One side hangs drywall, the other side pushes back. The board holds strong every time. Big visuals. Simple message. Every Pro knew exactly what Sheetrock® UltraLight PRO could handle — no translation needed.
A Strong Finish
The Home Depot launch exceeded expectations, driving strong Pro adoption and expanding into a national campaign across Meta, Google, Reddit, YouTube and retail channels — proving Sheetrock® UltraLight PRO is here to stay on jobsites across Canada.