In 2002 UniBond was the biggest brand in sealants, with a 40% share of the £45m market. It had a product portfolio of 43 SKUs, covering every task, formula, colour and price the consumer could desire. UniBond had distribution in all the major DIY multiples, which accounted for 80% of sales.
In 2002 there was no reason to change; it would have been easy for Henkel to sit back and enjoy its success. Fortunately, resting on laurels means nothing to this company.
This is the story of how Henkel’s determination to grow uncovered a consumer insight and revealed just how much improvement there could be. This led to a complete overhaul of product, packaging, category management and advertising. Not just for UniBond, but for competitors too.
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